Conditional promotion in content delivery

ABSTRACT

Techniques are described for promoting content items in a page to load in a different order than the order in which they were initially designated to load in the page source. A page may include critical content items designated to load earlier than non-critical content items. In instances where there is a delay due to latency in generating or retrieving the critical content items, one or more non-critical content items may be promoted to load earlier than initially designated. By promoting non-critical content items to load during the period in which the loading of the page may otherwise be stalled, overall page load times may be reduced.

BACKGROUND

With the increasing number and variety of products available forpurchase over the World Wide Web, more users are opting to purchaseproducts and services online instead of patronizing more traditional,brick-and-mortar businesses. As network capacities and devicecapabilities improve, customers who shop online may come to expectfaster presentation of content describing products and services ofinterest. In many cases, a delay in loading the content of a web pagemay lead to a potential customer growing impatient and navigating awayfrom the site, resulting in lost business.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an environment for delivering content included in a page,the environment including a content server device that performsoperations to promote non-critical content items to load prior tocritical content items when the availability of the critical contentitems is delayed.

FIG. 2 depicts a schematic illustrating an example of an initial versionof a page prior to the promotion of non-critical content items.

FIG. 3 depicts a schematic illustrating an example of a version of apage after the promotion of one or more non-critical content items.

FIG. 4 depicts an environment for delivering content included in a page,the environment including an edge server device or other type ofintermediate server device that performs operations to promotenon-critical content items to load prior to critical content items whenthe availability of the critical content items is delayed.

FIG. 5 depicts an environment for delivering content included in a page,the environment including a user device that performs operations topromote non-critical content items to load prior to critical contentitems when the availability of the critical content items is delayed.

FIG. 6 depicts an environment for delivering content included in a page,the environment including a server device that performs operations topromote non-critical content items to load prior to critical contentitems when the availability of the critical content items is delayed,wherein the server device employs a multi-stream networking protocol todeliver the content to a user device.

FIG. 7 depicts a schematic illustrating the use of a multi-streamnetworking protocol to deliver content, wherein non-critical contentitems may be promoted to load prior to critical content items by writingthe non-critical content items to a particular stream.

FIG. 8 depicts a block diagram of an example server device configured toperform operations to promote non-critical content items to load priorto critical content items when the availability of the critical contentitems is delayed.

FIG. 9 depicts a block diagram of an example user device configured topresent content, and further configured to perform operations to promotenon-critical content items to load prior to critical content items whenthe availability of the critical content items is delayed.

FIG. 10 depicts a flow diagram of a process that may be performed on aserver device, the process including operations for promotingnon-critical content items to load prior to critical content items whenthe availability of the critical content items is delayed.

FIG. 11 depicts a flow diagram of a process that may be performed on auser device, the process including operations for promoting non-criticalcontent items to load prior to critical content items when theavailability of the critical content items is delayed.

FIG. 12 depicts a flow diagram of a process for employing a multi-streamnetworking protocol to promote non-critical content items to load priorto critical content items when the availability of the critical contentitems is delayed.

FIG. 13 depicts a flow diagram of a process for estimating or otherwisedetermining a delay in presenting critical content items on a userdevice.

FIG. 14 depicts a flow diagram of a process for using packet reorderingto promote non-critical content items to be sent to a user device priorto the sending of critical content items when the availability of thecritical content items is delayed.

FIG. 15 depicts a flow diagram of a process for using frame reorderingto promote non-critical content items to be sent to a user device priorto the sending of critical content items when the availability of thecritical content items is delayed.

FIG. 16 depicts a flow diagram of a process for promoting content itemsby incorporating priority indicators into a page, the priorityindicators indicating a suggested order for requesting the contentitems.

FIG. 17 depicts a flow diagram of a process for receiving and processinga page that includes priority indicators that indicate a suggested orderfor requesting content items in the page.

FIG. 18 depicts a schematic illustrating the determination of a requestorder for requesting content items for a page based on priorityindicators indicating a suggested request order.

FIG. 19 depicts a schematic illustrating the determination of a requestorder for requesting content items included in a page based on priorityindicators indicating a suggested request order, in cases where thepriority indicators are associated with a priority hierarchy of multiplepriority levels.

Certain implementations and embodiments will now be described more fullybelow with reference to the accompanying figures, in which variousaspects are shown. However, various aspects may be implemented in manydifferent forms and should not be construed as limited to theimplementations set forth herein. Like numbers refer to like elementsthroughout.

DETAILED DESCRIPTION

This disclosure describes implementations of systems, devices, methods,and computer-readable media for promoting content items in a page toload in a different order than the order in which they were initiallydesignated to load in the source of the page, enabling the page as awhole to load faster. A page may include one or more first content itemsthat are initially designated to load earlier during the presentation ofthe page through a web browser, a user agent, or some other type ofapplication executing on a user device. The page may also include one ormore second content items that are initially designated to loadfollowing the first content item(s). For example, in cases where thepage is a web page that is configured to be presented in a web browser,the first content item(s) may be included in the head section of theHypertext Markup Language (HTML) source or other description of thepage. The second content item(s) may be included in the body section ofthe page, such that they are initially designated to load following thefirst content item(s). In some cases, the second content item(s) may bedesignated to load in response to a particular event, such as aJavaScript onload event that is triggered when a user agent (e.g., a webbrowser) has substantially completed loading the other content items ina page. In such cases, an event handler of the user agent may detect theonload event and load one or more second content items that aredesignated to load in response to the onload event.

In some cases, the first content item(s) may include critical contentitems that are designated to load earlier when the page is presented.Critical content items may include content that is a goal or a purposeof the user's browsing experience. For example, on an e-commerce website a user may be seeking information describing a particular productthat the user may be interested in purchasing. Accordingly, criticalcontent items may include images of the product, descriptions of theproduct, information regarding the price or availability of the product,customer or expert reviews of the product, and so forth. In some cases,the user's interest in a product may be inferred or otherwise determinedbased on a history of searches requested by the user, the user's pageview history on one or more web sites, demographic or othercharacteristics of the user, and so forth. Critical content items mayalso include content items which, when loaded earlier on a page, havebeen shown to increase the probability of a completed transaction (e.g.,a purchase) through the page. Such a determination may be based onclickthrough data, transaction data, or other data describing theprevious interactions of one or more users with one or more pages.

Critical content items may also include content items that aredesignated to load earlier when a page is presented because such contentitems enable the loading of other content. For example, a navigation baron one or more pages of a web site may be divided into two portions. Afirst portion may include content that is visible near the top of thepage when displayed. In some cases, such content may be designated toload earlier to enable other content on the page to load and to not beblocked. The second portion may include content that may be loadedlater, such as other parts of a navigation bar, menu items or navigationitems on the navigation bar, data that is displayed as fly-out data,mouse-over data, other types of data not immediately visible on the pagewhen it is loaded, and so forth. In some cases, one or more elements ofa page (e.g., navigation bars or menus) may be loaded to enable productinformation to be presented. Accordingly, critical content items mayinclude content items that are loaded to enable the loading of othercritical content items such as product information.

A web page may include resources that are loaded in conjunction with thepage, such as JavaScript files, Cascading Style Sheet (CSS) files, orother types of rich or dynamic content. In many cases, web pagedesigners may be presented with a choice whether to load such resourcesearlier during page presentation to improve the user's visualexperience, or to prioritize the loading of critical content items suchas product information. In some cases, the critical content items may beprioritized as first content items, and the other content resources(e.g., CSS files, JavaScript files, and so forth), may be designated toload later as second content items.

Although a page may be initially designed such that critical contentitems are to be loaded earlier than non-critical content items, in somecases there may be a delay from a time when the user initially requestsa page until the critical content items are available to load. Such adelay may be associated with one or more of the following: a time duringwhich a server device (e.g., a content server or backend server)dynamically generates one or more of the critical content items; alatency in retrieving one or more of the critical content items fromstorage in memory; a time to transmit one or more of the criticalcontent items from a server device to a user device where the page is tobe presented, or between various server devices (e.g., from a backendserver to an edge server, and so forth); or a time to load and presentthe critical content items on the user device after they have beenreceived at the user device. Because the critical content items may bedesignated to load first in a web page, or to load earlier thannon-critical content items, the delayed availability of the criticalcontent items may result in a stall or interruption in the loading ofthe page on the user device.

Implementations provide for the promotion of one or more non-criticalcontent items, such that the non-critical content item(s) are loadedduring the delay when the critical content items are unavailable. Insome implementations, the critical content item(s) may be initiallydesignated (e.g., in an initial version of the page) to load in the headsection, and the non-critical content item(s) may be initiallydesignated to load following the head section such as in response to aJavaScript onload event. In such cases, the promotion of one or morenon-critical content items may include altering the delivery of thenon-critical content item(s) so that they are loaded in the headsection. Alternatively, the promotion of one or more non-criticalcontent items may include modifying the source of the page to specifythe non-critical content item(s) at a different location or in adifferent section of the Document Object Model (DOM) of the page.Because the time period during the delay may be otherwise unutilized forloading content, implementations may provide for a more efficient orfaster overall loading of pages. In some cases, the promotion of thenon-critical content items for earlier loading may not result in afurther delay in the loading of the critical content items, beyond thedelay in loading the critical content items that may have resultedregardless of the promotion.

Although the examples herein may describe the promotion of non-criticalcontent items to load prior to critical content items when theavailability of the critical content items is delayed, implementationsare not so limited. Implementations support the promotion of any type ofsecond content items to load prior to any type of first content itemswhen presenting a page that includes the first content items and thesecond content items that are initially designated to load in aparticular order. For example, first content items may describe anycontent items that are initially designated to load earlier than thesecond content items during the presentation of a page.

In some implementations, pages may include web pages that are describedusing any version of HTML, Dynamic HTML (DHTML), or other languages.Implementations may support content item promotion in pages that aredescribed using any language in which the ordering of the loading ofcontent items is based at least partly on an order in which the contentitems are referenced in the specification, description, or source of thepage. Pages may also include dynamic or rich content that is providedthrough the use of JavaScript files, CSS files, and so forth. Althoughthe examples herein may describe pages as web pages specified in HTML,JavaScript, CSS, and so forth, implementations are not so limited.Implementations provide for the promotion of content items that areincluded in any type of page and that may be subject to incrementaldelivery to a user device for presentation. For example, implementationsmay support pages that include other types of content such as ScalableVector Graphics (SVG), Virtual Reality Modeling Language (VRML),Extensible Markup Language (XML) content in which elements may bedelivered in various sequences, and so forth. Content items, such as thefirst content items and the second content items described herein, maybe any type of data, including but not limited to the following:formatted or unformatted text; numeric data of any type; multimediacontent such as images, audio, video, graphics, or haptic output data;metadata; executable code such as JavaScript or CSS; and so forth.

Delivery of the content of a page may be performed using a communicationprotocol that operates at any level of a multi-layer communicationsmodel such as the Open Systems Interconnection (OSI) model. For example,content delivery may be performed using a protocol that primarilyoperates at the application layer, such as any version of the HypertextTransfer Protocol (HTTP). Alternatively, content delivery may beperformed using a protocol that primarily operates at the transport orInternet layer, or any other layer of the OSI model.

In some implementations, content delivery may be performed using amulti-stream networking protocol. Utilizing such a protocol, a pluralityof content delivery streams may be delivered to a client device such asa user device, through the multiplexing of a plurality of data streams.Such multiplexing may include the interleaving of data frames from theplurality of streams of concurrent streams across a single channel orconnection, e.g., across a single Transmission Control Protocol (TCP)connection. In some cases, the multiplexing may be time-basedmultiplexing, such that the data frames from the plurality of streamsare interleaved in time. By multiplexing multiple streams, themulti-stream networking protocol may reduce latency in communications,and may efficiently deliver information such as web content over asingle connection to the client device. The multi-stream networkingprotocol may operate at the application layer, session layer, or anyother layer of the OSI model. In some implementations the multi-streamnetworking protocol may be any version of SPDY™, developed primarily atGoogle® Inc. of Mountain View, Calif., USA. Implementations support theuse of any multi-stream networking protocol that multiplexes frames frommultiple streams, and that operates at any level of the OSI model.

FIG. 1 depicts an environment 100 for delivering content included in apage, the environment 100 including a content server device or othertype of server device that performs operations to promote second contentitems (e.g., non-critical content items) to load prior to first contentitems (e.g., critical content items) when the availability of the firstcontent items is delayed.

The environment 100 may include one or more user devices 102, which maybe employed by one or more users to view or otherwise access informationon a page such as a web page. The user device(s) 102 may comprise anytype of computing device, including but not limited to a smartphone, atablet computer, a wearable computer, an implanted computer, a mobilegaming device, an electronic book reader, an automotive computer, adesktop computer, a personal computer, a laptop computer, a thin client,a terminal, a game console, a smart appliance, a home entertainmentdevice, and so forth. An example of the user device(s) 102 is describedfurther with reference to FIG. 9.

The user device(s) 102 may execute a browser module 104. The browsermodule 104 may be any type of web browser, including but not limited tothe following: Mozilla® Firefox®, Microsoft® Internet Explorer®, Google®Chrome®, Apple® Safari®, Rockmelt®, Amazon® Silk®, and so forth. Theuser device(s) 102 may also execute a user application 106. The userapplication 106 may include any type of application configured topresent content. As shown in the example of FIG. 1, the user application106 may execute as a web application within the browser module 104.However, implementations are not so limited, and also support any typeof user application 106 that executes outside the browser module 104. Auser may employ one or both of the browser module 104 or the userapplication 106 to generate a page request 108 for one or more pagessuch as a web page. The page request 108 may include an identificationof the requested page, such as one or more of a Uniform ResourceIdentifier (URI), a Uniform Resource Locator (URL), a Uniform ResourceName (URN), an Internet Protocol (IP) address, a file or directory path,and so forth.

The user device(s) 102 may communicate the page request 108 to one ormore server device(s) 110. The server device(s) 110 may include any typeof computing device, including but not limited to a server computer,personal computer, network computer, cloud computing or distributedcomputing device, any of the types of computing devices described withreference to the user device(s) 102, or other types of computingdevices. An example of the server device(s) 110 is described furtherwith reference to FIG. 8.

In some implementations, the server device(s) 110 may execute a contentservice module 112. The content service module 112 may receive andanalyze the page request 108 sent from the user device(s) 102. In someimplementations, the content service module 112 may include softwaremodules configured to process the page requests 108, and the softwaremodules may include modules from a web server, an application server,and so forth. The server device(s) 110 may also execute a contentgeneration/retrieval module 114. In some implementations, as in theexample of FIG. 1, the content generation/retrieval module 114 mayexecute as a sub-module, sub-component, or sub-process of the contentservice module 112. Alternatively, the content generation/retrievalmodule 114 may execute separately from the content service module 112.

The content generation/retrieval module 114 may perform operations todynamically generate content to be served to the user device(s) 102 inresponse to the page request 108. Alternatively, the contentgeneration/retrieval module 114 may access content storage 116 toretrieve content to be served in response to the page request 108. Thecontent storage 116 may comprise any number of data storage systems thatemploy any type of data storage technology, including relationaldatabases, non-relational databases, or both relational andnon-relational databases. Although the content storage 116 is depictedin FIG. 1 as external to the server device(s) 110, implementations arenot so limited. In some implementations, the content storage 116 may beat least partly incorporated into the server device(s) 110 as localstorage. The content storage 116 may store one or more pages 118. Insome implementations, the content generation/retrieval module 114 mayretrieve the page(s) 118 that include content requested in the pagerequest 108. Alternatively, the content storage 116 stores one or morecontent items that may be retrieved by the content generation/retrievalmodule 114 and assembled to dynamically generate the page(s) 118requested by the page request 108. In some implementations, the contentgeneration/retrieval module 114 may dynamically generate the page(s) 118to be served in response to the page request 108, and cache thedynamically generated pages. The cached pages may then be served inresponse to subsequent, similar requests for content until the cachedversion times out.

As described above, the page 118 to be served in response to the pagerequest 108 may specify one or more first content items 120 and one ormore second content items 122. In an initial version of the page 118,such as in the version of the page 118 retrieved or generated by thecontent generation/retrieval module 114, the first content item(s) 120may be initially designated to be loaded earlier than the second contentitem(s) 122 during the presentation of the page 118, and the secondcontent item(s) 122 may be initially designated to load after the firstcontent item(s) 120. As described above, in some cases the first contentitem(s) 120 may include critical content items, and the second contentitem(s) 122 may include non-critical content items.

In some implementations, the page 118 specified in the page request 108may be a dynamic web page. A dynamic web page may be, at least in part,generated dynamically on the server device(s) 110 prior to being sent tothe request user device(s) 102. In such cases, the promotion of thesecond content item(s) 122 may include dynamically generating the page118 such that references to the second content item(s) 122 are includedin the page description (e.g., the page source) before references to oneor more of the first content items 120. For example, one or more secondcontent items 122 may be promoted such that they are referenced in aresource tag, object tag, or other metadata element that is in the headsection of the page 118 instead of in the body section. Alternatively,one or more second content items 122 may be referenced earlier in thebody section than they may otherwise be referenced in an absence ofpromotion. Promoting the second content item(s) 122 to be referencedearlier in the page description than they would otherwise be referencedmay enable the promoted second content item(s) 122 to be retrieved andpresented on the user device(s) 102 while the first content item(s) 120are unavailable.

In some implementations, the page 118 specified in the page request 108may be a substantially static web page that is retrieved and sent to theuser device(s) 102 in response to the page request 108. In such cases,the promotion of the second content item(s) 122 may include modifyingthe source of the page 118 before it is sent to the user device(s) 102.For example, an initial version of the page 118 may include one or morefirst content items 120 that are referenced, e.g., using object orresource tags, prior to one or more second content items 122 in thesource of the page 118. Promotion may include editing the source to moveone or more second content items 122 to be referenced prior to one ormore of the first content items 120 in the source of the page 118. Thismay enable the user device(s) 102 to request the promoted second contentitem(s) 122 prior to the first content item(s) 120, while the firstcontent item(s) 120 are unavailable.

In some implementations, the determination to promote one or more secondcontent items 122 may be made substantially in real time when respondingto the page request 108. For example, while processing the page request108 a determination may be made that the generation or retrieval of oneor more first content items 120 is stalled, and that the first contentitem(s) 120 may therefore be unavailable during the delay 128. In suchcases, a dynamic determination may be made to promote one or more secondcontent items 122 to be sent to the user device 102, or to be presentedon the user device 102, during the delay 128. Alternatively, thedetermination to promote one or more second content items 122 may bemade, at least in part, prior to receiving the page request 108. Forexample, such a determination may be made based on historicalperformance data describing previous delays while the first contentitem(s) 120 are retrieved or generated for the requested page 118.

FIG. 2 depicts a schematic 200 illustrating an example of an initialversion of a page 202 such as may be retrieved or generated by thecontent generation/retrieval module 114, prior to the promotion of anyof the second content item(s) 122. In this example, the page 118 is aweb page specified in HTML or another markup language. As such, the page118 may include a head section description 204 and a body sectiondescription 206. The head section description 204 and the body sectiondescription 206 may be delineated by HEAD and BODY tags or othermetadata included in the specification of the page 118. In the exampleof FIG. 2, one or more first content items 120 are specified to beloaded in the head section of the page 118, and one or more secondcontent items 122 are specified to be loaded in the body section. Whenloading a web page specified using HTML, a web browser may load thecontent included in the head section prior to content included in thebody section. Thus, by including the first content item(s) 120 in thehead section description 204, an author of the page 118 may specify thatthe first content item(s) 120 are to be loaded prior to other contentthat is included in the body section description 206.

In the example of FIG. 2, the second content item(s) 122 are included inan onload event section description 208 that is a subsection of the bodysection description 206. The onload event section description 208 mayinclude content that is initially specified to be loaded in response toa JavaScript onload event, following the loading of other content in thepage 118. Implementations are not limited to the example initial versionof the page 202 illustrated in FIG. 2. For example, the initial versionof the page 202 may include first content item(s) 120 and second contentitem(s) 122 specified in the body section description 206, such that thefirst content item(s) 120 are initially designated to be loaded prior tosecond content item(s) 122. In general, implementations support thespecification of the first content item(s) 120 and the second contentitem(s) 122 in any section or portion of the DOM that describes the page118 and at any number of locations in the specification of the page 118.

Returning to FIG. 1, in some implementations the server device(s) 110may include a content promotion module 124. As shown in the example ofFIG. 1, the content promotion module 124 may execute as a sub-module,sub-component, or sub-process of the content service module 112.Alternatively, the content promotion module 124 may execute as aseparate module from the content service module 112. The contentpromotion module 124 may analyze the content specified to be loadedwithin the page 118 and determine whether promotion of any of the secondcontent item(s) 122 may result in faster page loading. Operations of thecontent promotion module 124 are described further with reference toFIG. 10.

In some implementations, the server device(s) 110 may execute a delayestimation module 126, which analyzes the page 118 to determine whetherthere may be a latency, delay, pause, or interruption in retrieving orgenerating one or more of the first content item(s) 120 that areinitially specified to load earlier within the page 118. If so, then thedelay estimation module 126 may estimate an amount of time correspondingto a delay 128 in retrieving or generating one or more of the firstcontent item(s) 120. The delay 128 may be estimated as a time periodusing any unit of measure, such as milliseconds. Operations of the delayestimation module 126 are described further with reference to FIG. 13.Although the delay estimation module 126 is depicted in FIG. 1 as asub-module, sub-component, or sub-process of the content promotionmodule 124, in some implementations the delay estimation module 126 mayexecute separately from the content promotion module 124.

In some implementations, one or more of the second content item(s) 122may be promoted to load prior to the first content item(s) 120 when thepage 118 is being presented on the user device(s) 102. Such promotionmay generate an updated version of the page 118. FIG. 3 depicts aschematic 300 illustrating an example of a version of the page afterpromotion 302. This example illustrates the page 118 as shown in FIG. 2,modified by the promotion of one or more of the second content items122. As shown in FIG. 3, one or more of the second content items 122that are initially designated to be loaded in response to an onloadevent have been promoted to load within the head section. Accordingly,following the promotion operations one or more second content item(s)122(1) are specified in the head section description 204, and one ormore other second content item(s) 122(2) remain specified in the onloadevent section description 208.

In some implementations, the promotion operations may generate anupdated version of the page 118 by modifying the source of the page 118.Alternatively, instead of modifying the source the promotion operationsmay specify that certain content items be delivered to the user device102 or loaded on the user device 102 in a different order than initiallyspecified in the initial version of the page 118.

Returning to FIG. 1, following the promotion operations the firstcontent item(s) 120 and the second content item(s) 122 may be sent tothe user device(s) 102. Based on the promotion operations, the secondcontent item(s) 122 may be sent such that they may be loaded andpresented on the user device(s) 102 during the delay 128 when the firstcontent item(s) 120 are being retrieved or generated. Accordingly,implementations may provide for faster page loads by utilizing the delay128 to load content that may be otherwise stalled waiting for theretrieval or generation of the first content item(s) 120.

FIG. 4 depicts an environment 400 for delivering content included in thepage 118 requested in the page request 108. FIG. 4 depictsimplementations in which the environment 400 includes one or more serverdevices 110(1) that may be separate from one or more server devices110(2). In the example of FIG. 4, the server device(s) 110(1) mayinclude backend server devices or content server devices, and the serverdevice(s) 110(2) may include edge server device(s), mid-tier serverdevice(s), or other types of intermediate server device(s). The serverdevice(s) 110(2) may operate inside or outside a firewall that protectsthe server device(s) 110(1).

As described above with reference to FIG. 1, the user device(s) 102 maygenerate the page request 108, which is sent to the server device(s)110(2). The server device(s) 110(2) may execute a content service module112(2), which receives the page request 108. Based on the page request108, the content service module 112(2) may determine one or more serverdevices 110(1) based on their suitability to provide content to satisfythe page request 108. The content service module 112(2) may forward thepage request 108 to the content service module 112(1) executing on thedetermined server device(s) 110(1). As described above, the serverdevice(s) 110(1) may execute the content generation/retrieval module114, which may perform operations to generate or retrieve the initialversion of the page 118. The page 118 may then be sent to the contentservice module 112(2) executing on the server device(s) 110(2).

In some cases, the server device(s) 110(2) may cache one or more pages118 previously retrieved or generated in response to one or more pagerequests 108. In cases where there is a cached version of the page 118on the server device(s) 110(2), and where the cached version is morerecent than a predetermined threshold age, the content service module112(2) may retrieve the cached version of the page 118 instead ofrequesting a new version of the page 118 from the server device(s)110(1).

In implementations illustrated by FIG. 4, the server device(s) 110(2)may execute the content promotion module 124 and the delay estimationmodule 126 to determine whether any of the second content item(s) 122included in the page 118 may be promoted to enable faster loading of thepage 118. Such operations may proceed as described above, and as furtherdescribed below with reference to FIGS. 10 and 13. Following thepromotion operations performed on the server device(s) 110(2), the firstcontent item(s) 120 and the second content item(s) 122 may be sent tothe user device(s) 102. As described herein, the second content item(s)122 may be sent such that they may be loaded and presented on the userdevice(s) 102 during the delay 128 when the first content item(s) 120are being retrieved or generated.

FIG. 5 depicts an environment 500 for delivering content included in thepage 118 requested in the page request 108. FIG. 5 depictsimplementations in which promotion operations may be performed byprocesses executing on the user device(s) 102 instead of, or in additionto, processes executing on any of the server device(s) 110.

As described above, the user device(s) 102 may generate the page request108 that is sent to the server device(s) 110(1), and the serverdevice(s) 110(1) may retrieve or generate a specification for therequested page 118 which is then sent back to the user device(s) 102.Alternatively, in some implementations the page request 108 may be sentto an intermediate server device such as the server device(s) 110(2)described with reference to FIG. 5, and the server device(s) 110(2) maysend the specification for the page 118 to the user device(s) 102.

In implementations illustrated by FIG. 5, the user device(s) 102 mayexecute a user device content promotion module 502, the operations ofwhich are described further with reference to FIG. 11. The user devicecontent promotion module 502 may perform operations to determine whetherany of the second content item(s) 122 specified in the page 118 may bepromoted to enable faster loading of the page 118 on the user device(s)102. If so, then promotion operations may be performed to specify thatone or more of the second content item(s) 122 be loaded prior to thefirst content item(s) 120, during the delay 128 while the first contentitem(s) 120 are unavailable. Although not shown in FIG. 5, the userdevice(s) 102 may execute a delay estimation module to estimate thedelay 128 by performing operations similar to those of the delayestimation module 126. The user device content promotion module 502 maygenerate a modified version of the page 118 in which one or more secondcontent items 122 are promoted to be loaded and presented prior to oneor more first content items 120, during the delay 128 when the firstcontent item(s) 120 may be available. The user device content promotionmodule 502 may then provide the modified version of the page 118 to thebrowser module 104, which may then request the promoted second contentitem(s) 122 prior to the first content item(s) 120 as shown in theexample of FIG. 5.

In some implementations, the user device(s) 102 may receive the firstcontent item(s) 120 and the second content item(s) 122 from a sameserver device 110, as shown in FIG. 5. Alternatively, the user device(s)102 may receive two or more of the first content item(s) 120 and thesecond content item(s) 122 from different server devices 110, e.g., inconfigurations where various content items are served by different onesof the server devices 110.

FIG. 6 depicts an environment 600 for delivering content included in thepage 118 requested in the page request 108. In implementationsillustrated by FIG. 6, the server device(s) 110(1) (e.g., backend orcontent server devices) may employ a multi-stream networking protocol tocommunicate the requested content to the user device(s) 102. Utilizingsuch a protocol, a plurality of content delivery streams may bemultiplexed to deliver information more efficiently over a singleconnection to the user device(s) 102. In some implementations themulti-stream networking protocol may be any version of SPDY™.

As described above, the user device(s) 102 may generate the page request108 which is sent to the server device(s) 110(1). The server device(s)110(1) may execute the content generation/retrieval module 114 which maygenerate or retrieve a specification for the requested page 118. Thecontent promotion module 124, the delay estimation module 126, or bothmay perform operations to determine whether one or more of the secondcontent item(s) 122 specified in the page 118 may be promoted to enablefaster loading of the page 118 on the user device(s) 102. Alternatively,in some implementations the page request 108 may be sent to anintermediate server device such as the server device(s) 110(2) describedwith reference to FIG. 5, and the server device(s) 110(2) may send thespecification for the page 118 to the user device(s) 102 afterperforming promotion operations.

The server device(s) 110(1) may execute a multi-stream networkingprotocol module 602, which may mediate or control the communication ofinformation over a multi-stream networking protocol. Although FIG. 6depicts the multi-stream networking protocol module 602 as a sub-module,sub-component, or sub-process of the content service module 112, in someimplementations the multi-stream networking protocol module 602 mayexecute as a separate module from the content service module 112. Asshown in FIG. 6, the multi-stream networking protocol module 602 maycommunicate with the content promotion module 124, and receiveinformation regarding which, if any, of the second content item(s) 122are to be promoted. The multi-stream networking protocol module 602 maythen implement such promotion by prioritizing the writing of variouscontent items to various streams included in a plurality of streamssupported by the multi-stream networking protocol. For example, themulti-stream networking protocol module 602 may designate a first stream604 in which to communicate the first content item(s) 120, and maydesignate a second stream 606 in which to communicate the second contentitem(s) 122.

Although not shown in FIG. 6, in some implementations the remainder ofthe requested page 118, including content other than the first contentitem(s) 120 and the promoted second content item(s) 122, may bedelivered to the user device(s) 102 in the first stream 604. In somecases, such remaining content may include one or more unpromoted secondcontent items 122.

FIG. 7 depicts a schematic 700 illustrating the use of the multi-streamnetworking protocol to deliver content. In the example illustrated, themulti-stream networking protocol multiplexes a plurality of streams overa single network connection 702 to enable faster, more efficientcommunication of information to the user device(s) 102. Alternatively,implementations also support a multi-stream networking protocol thatsupports a plurality of streams sent over a plurality of networkconnections. During the delay 128 while the first content item(s) 120may be unavailable, the multi-stream networking protocol module 602 maywrite the second content item(s) 122 to the second stream 606 inpreference to writing information to the first stream 604. In this way,multi-stream networking protocol module 602 may enable the promotion andprior delivery of one or more of the second content item(s) 122 over thefirst content item(s) 120 by preferentially writing information to thesecond stream 606 associated with the second content item(s) 122 duringthe delay 128.

Returning to FIG. 6, in some implementations the user device(s) 102 mayexecute a user device multi-stream networking protocol module 608.Although the user device multi-stream networking protocol module 608 isdepicted in FIG. 6 as a sub-module, sub-component, or sub-process of thebrowser module 104, in some implementations the user device multi-streamnetworking protocol module 608 may execute separately from the browsermodule 104. The user device multi-stream networking protocol module 608may perform operations to receive and process the informationcommunicated by the plurality of streams of the multi-stream networkingprotocol, and may communicate the contents of the page 118 forpresentation by one or both of the browser module 104 and the userapplication 106.

Implementations may employ any of the example environments depicted inFIGS. 1 and 4-6, alone or in any combination. Implementations supportcontent promotion operations performed on any device or in any stage ofthe content delivery process. The content promotion operations may beperformed on the user device(s) 102 by the user application 106, thebrowser module 104, or another module of the user device(s) 102. Thecontent promotion operations may be performed by module(s) executing onany of the server device(s) 110, including but not limited to a backendserver, a primary server, a content server, a mid-tier server, anintermediate server, an edge server, or on any other device. Moreover,promotion operations may be performed incrementally by multiple devices.For example, one of the server device(s) 110 may promote one or moresecond content items 122, and the user device(s) 102 may promote one ormore different second content items 122. Additionally, the multi-streamnetworking protocol content delivery mechanism described with referenceto FIG. 6 may be employed at least in part in any of the other systemconfigurations described with reference to FIGS. 1, 4, and 5.

The various devices of the environments 100, 400, 500, and 600 maycommunicate with one another using one or more networks. Such networksmay include public networks such as the Internet, private networks suchas an institutional or personal intranet, or some combination of privateand public networks. The networks may include any type of wired orwireless network, including but not limited to local area networks(LANs), wide area networks (WANs), wireless WANs (WWANs), wireless LANs(WLANs), mobile communications networks (e.g. 3G, 4G, etc.), and soforth. In some implementations, communications between the variousdevices in the environments 100, 400, 500, and 600 may be encrypted orotherwise secured. For example, such communications may employ one ormore public or private cryptographic keys, digital certificates, orother credentials supported by a security protocol such as any versionof the Secure Socket Layer (SSL) or the Transport Layer Security (TLS)protocol.

FIG. 8 depicts a block diagram 800 of an example of the server device(s)110. As shown in the block diagram 800, the server device 110 mayinclude one or more processors 802 configured to execute one or morestored instructions. The processor(s) 802 may comprise one or morecores.

The server device 110 may include one or more input/output (I/O) devices804. The I/O device(s) 804 may include input devices such as a keyboard,a mouse, a pen, a game controller, a touch input device, an audio inputdevice (e.g., a microphone), a gestural input device, a haptic inputdevice, an image or video capture device (e.g., a camera), or otherdevices. In some cases, the I/O device(s) 804 may also include outputdevices such as a display, an audio output device (e.g., a speaker), aprinter, a haptic output device, and so forth. The I/O device(s) 804 maybe physically incorporated with the server device 110, or may beexternally placed.

The server device 110 may include one or more I/O interfaces 806 toenable components or modules of the server device 110 to control,interface with, or otherwise communicate with the I/O device(s) 804. TheI/O interface(s) 806 may enable information to be transferred in or outof the server device 110, or between components of the server device110, through serial communication, parallel communication, or othertypes of communication. For example, the I/O interface(s) 806 may complywith a version of the RS-232 standard for serial ports, or with aversion of the Institute of Electrical and Electronics Engineers (IEEE)1284 standard for parallel ports. As another example, the I/Ointerface(s) 806 may be configured to provide a connection overUniversal Serial Bus (USB) or Ethernet. In some cases, the I/Ointerface(s) 806 may be configured to provide a serial connection thatis compliant with a version of the IEEE 1394 standard. The server device110 may also include one or more busses or other internal communicationshardware or software that allow for the transfer of data between thevarious modules and components of the server device 110.

The server device 110 may include one or more network interfaces 808that enable communications between the server device 110 and othernetworked devices, such as other server device(s) 110, the userdevice(s) 102, or the content storage 116. The network interface(s) 808may include one or more network interface controllers (NICs) or othertypes of transceiver devices configured to send and receivecommunications over a network.

The server device 110 may include one or more memories, described hereinas memory 810. The memory 810 comprises one or more computer-readablestorage media (CRSM). The CRSM may include one or more of an electronicstorage medium, a magnetic storage medium, an optical storage medium, aquantum storage medium, a mechanical computer storage medium, and soforth. The memory 810 provides storage of computer-readable instructionsthat may describe data structures, program modules, processes, orapplications, and other data for the operation of the server device 110.

The memory 810 may include an operating system (OS) module 812. The OSmodule 812 may be configured to manage hardware resources such as theI/O device(s) 804, the I/O interface(s) 806, and the networkinterface(s) 808, and to provide various services to applications,processes, or modules executing on the processor(s) 802. The OS module812 may include one or more of the following: any version of the Linux®operating system originally released by Linus Torvalds; any version ofiOS® from Apple Corp.® of Cupertino, Calif., USA; any version ofWindows® or Windows Mobile® from Microsoft Corp.® of Redmond, Wash.,USA; any version of Android® from Google Corp.® of Mountain View,Calif., USA and its derivatives from various sources; any version ofPalm OS® from Palm Computing, Inc.® of Sunnyvale, Calif., USA and itsderivatives from various sources; any version of BlackBerry OS® fromResearch In Motion Ltd.® of Waterloo, Ontario, Canada; any version ofVxWorks® from Wind River Systems® of Alameda, Calif., USA; or otheroperating systems.

The memory 810 may include one or more of the modules described above asexecuting on the server device(s) 110, such as one or more of thecontent service modules 112, the content generation/retrieval module114, the content promotion module 124, the delay estimation module 126,or the multi-stream networking protocol module 602. The memory 810 mayalso include one or more other modules 814, such as a userauthentication module or an access control module to secure access tothe server device 110, and so forth.

The memory 810 may include data storage 816 to store data for operationsof the server device 110. The data storage 816 may comprise a database,array, structured list, tree, or other data structure, and may be arelational or a non-relational datastore. The data storage 816 may storeone or more of the page request 108 or the page 118, including the firstcontent item(s) 120 and the second content item(s) 122. In someimplementations, the data storage 816 may also store delay estimationinformation 818 that may be employed by the delay estimation module 126to estimate the delay 128 in presenting the first content item(s) 120 onthe user device(s) 102. The delay estimation information 818 may includeone or more of the following: historical timing information describingan amount of time taken to previously generate or retrieve the firstcontent item(s) 120; computing capabilities, processing speed, networkcapabilities, or other characteristics of one or more server devices 110that generate or retrieve the first content item(s) 120; characteristicsof a network available to communicate the first content item(s) 120 tothe user device(s) 102, such as bandwidth, latency, speed, and so forth;computing capabilities, processing speed, or network capabilities, orother characteristics of the user device(s) 102 to receive and presentthe first content item(s); or information describing characteristics ofthe first content item(s) 120, such as file size, file type, format, andso forth.

The data storage 816 may also store other data 820, such as userauthentication information or access control data. In someimplementations, at least a portion of the information stored in thedata storage 816 may be stored externally to the server device 110, onother devices that are accessible to the server device 110 via the I/Ointerface(s) 806 or via the network interface(s) 808.

FIG. 9 depicts a block diagram 900 of an example of the user device(s)102. As shown in the block diagram 900, the user device 102 may includeone or more processors 902 configured to execute one or more storedinstructions. The processor(s) 902 may comprise one or more cores. Theuser device 102 may include one or more I/O devices 904, one or more I/Ointerfaces 906, and one or more network interfaces 908 as describedabove with reference to the I/O device(s) 804, the I/O interface(s) 806,and the network interface(s) 808 respectively.

The user device 102 may include one or more memories, described hereinas memory 910. The memory 910 comprises one or more CRSM. The CRSM mayinclude one or more of an electronic storage medium, a magnetic storagemedium, an optical storage medium, a quantum storage medium, amechanical computer storage medium, and so forth. The memory 910provides storage of computer-readable instructions, data structures,program modules, and other data for the operation of the user device102. The memory 910 may include an OS module 912. The OS module 912 maybe configured to manage hardware resources such as the I/O device(s)904, the I/O interface(s) 906, and the network interface(s) 908, and toprovide various services to applications, processes, or modulesexecuting on the processor(s) 902. The OS module 912 may include one ormore of the operating systems described above with reference to OSmodule 812.

The memory 910 may include any of the modules described above asexecuting on the user device(s) 102, such as the browser module 104, theuser application 106, the user device content promotion module 502, orthe user device multi-stream networking protocol module 608. The memory910 may also include one or more other modules 914, such as a userauthentication module or an access control module to secure access tothe user device 102, and so forth.

The memory 910 may include data storage 916 to store data for operationsof the user device 102. The data storage 916 may comprise a database,array, structured list, tree, or other data structure, and may be arelational or a non-relational datastore. The data storage 916 may storethe page request 108. The data storage 916 may store the page 118,including the first content item(s) 120 and the second content item(s)122. In some implementations, the data storage 916 may store the delayestimation information 818 that may be employed by the user devicecontent promotion module 502 to determine whether any of the secondcontent item(s) 122 are to be promoted. The data storage 916 may alsostore other data 918, such as user authentication information or accesscontrol data. In some implementations, at least a portion of theinformation stored in the data storage 916 may be stored externally tothe user device 102, on other devices that are accessible to the userdevice 102 via the I/O interface(s) 906 or via the network interface(s)908.

FIG. 10 depicts a flow diagram 1000 of a process for promoting one ormore second content items 122 to load prior to the first content items120 when the availability of the first content items 120 is delayed. Theprocess may be performed on any of the server device(s) 110, such as abackend server, a primary server, a secondary server, a content server,an intermediate server, an edge server, a cloud computing server, and soforth. In some implementations, the process may be performed by thecontent promotion module 124, one or more of the content service modules112, other modules of a server device 110, or elsewhere.

At 1002, the page request 108 is received from the user device(s) 102,requesting delivery of content included in the page 118. As describedherein, the requested page 118 may specify the first content item(s) 120and the second content item(s) 122, the first content item(s) 120 beinginitially designated to load prior to the second content item(s) 122during presentation of the page 118. In some implementations, the firstcontent item(s) 120 may have been previously identified as criticalcontent items based on a determination that the first content item(s)120 provide information regarding a product available for purchasethrough the page 118, such as a product image, description, price,availability, user or expert review, and so forth. In someimplementations, the first content item(s) 120 may have been previouslyidentified as critical content items based on a determination that thefirst content item(s) 120 provide information that contributes to apositive user experience. Such a determination may be based onclickstream data or other data describing user behavior on the page 118.The determination may also be based on usability testing, customersatisfaction survey information, and so forth. In some cases, the firstcontent item(s) 120 may have been previously identified as criticalcontent items based on a determination that the first content item(s)120 contributed to the completion of at least one previous transactionthrough the page 118. Such a determination may be based on historicaldata describing previous transactions, clickstream data describing thebrowsing or navigation behavior of users, and so forth.

At 1004, the delay 128 may be estimated or otherwise determined. Thedelay 128 may be a time period during which is it predicted that thefirst content item(s) 120 may be unavailable, such as while the firstcontent item(s) 120 are being generated or retrieved from storage.Accordingly, in the absence of promotion the loading of the page 118 maybe stalled while waiting for the first content items 120. Determinationof the delay 128 is described further with reference to FIG. 13.

At 1006, at least one of the second content items 122 may be designatedto be promoted to load earlier during the loading of the page 118 thaninitially designated. In some implementations, the determination of thesecond content item(s) 122 to promote may be based on a determinationthat the time to load the promoted second content item(s) 122 is notgreater than the delay 128. In some implementations, to avoid anyfurther delay in loading the first content item(s) 120, the secondcontent item(s) 122 chosen for promotion may include the second contentitem(s) 122 for which loading may be completed within the span of thedelay 128. The time to load and present the second content item(s) 122may be estimated based on one or more of the following: a file size andfile type of the second content item(s) 122; the network capacityavailable to communicate the second content item(s) 122 to the userdevice(s) 102; the processing capabilities, speed, or othercharacteristics of the server device(s) 110 that serve the secondcontent item(s) 122; or the processing capabilities, speed, or othercharacteristics of the user device(s) 102 on which the second contentitem(s) 122 are to be presented.

In some implementations, the determination of which of the secondcontent item(s) 122 to promote may be further based on an analysis ofuser behavior or the previous navigation that brought the user to thepage 118. For example, if the user is browsing a page that describes aproduct offered for sale through an e-commerce web site, and the userreached the page from search results generated by an external searchengine, an inference may be made that the user is interested inexamining a particular product and making a substantially immediatechoice whether to buy the product. In such cases, implementations maydetermine to promote content items that may help the user make such adecision, such as content items that implement shopping cart or purchasefunctionality. As another example, if the user reached the page afterbrowsing other pages for products within the e-commerce web site, aninference may be made that the user is more casually browsing a generalclass or type of products within one or more categories. In such cases,implementations may determine to promote content items that aid the userin his or her browsing, such as content items associated with categoryor brand information, or product options for color, size, quantity, andso forth.

Moreover, in some implementations, the determination of which of thesecond content item(s) 122 to promote may be based on an analysis ofuser characteristics such as age, gender, demographic data, location,language information, and so forth. For example, if it is determinedthat previous promotions of particular second content item(s) 122 led topurchases by users with similar characteristics to those of a currentuser, those particular second content item(s) 122 may also be promotedto generate the page 118 that is presented to the current user.

In some implementations, the determination of which of the secondcontent item(s) 122 to promote may be based on a prediction of theuser's behavior on the page 118, such as whether the user is likely toscroll down the page 118. For example, based on the user's previousbehavior or the behavior of similar users, a prediction may be made thatthe user is likely to scroll down the page 118 to read a first listedreview of a product, or multiple reviews. The page 118 may includeJavaScript to support the reading and rating of reviews on a productpage, and such JavaScript may normally be loaded following an onloadevent. Based on the determination that the user is likely to scroll downto read at least one review, the JavaScript content items supporting thereviews may be promoted to facilitate the user's activity. Moreover, oneor more additional second content items 122 may be promoted to supportthe activity, such as mouse-over content that provides informationregarding the reviewer's identity, rating, and so forth, or otherbackground functionality related to review features on the page 118.

As another example, the page 118 may provide functionality that enableszooming, scrolling, or rotating of an image, or the playing of videocontent in response to pop-over events, mouse-over events, clicks, andso forth. In an initial version of the page 118, the content items(e.g., JavaScript) providing such functionality may not be loaded untilthe user performs the events. For example, the content items for afeature enabling an image zoom in response to a click event may not beloaded until the click event. In cases where the user's past behaviorshows a tendency to click on an image to zoom, the second contentitem(s) 122 enabling the zoom feature may be promoted to provide thatfunctionality earlier in the page load process, enhancing the userexperience.

Alternatively, in some implementations the candidates for promotionamong the second content item(s) 122 may include those content itemsthat are designated to load in a steady state of the page, e.g., thecontent items that may be loaded in the absence of any user inputsbeyond the user's initial request for the page 118.

At 1008, the second content item(s) 122 designated for promotion at 1006may be sent to the user device(s) 102. As described herein, the secondcontent item(s) 122 may be loaded for presentation on the user device(s)102 at least partly during the delay 128 while the first content item(s)120 are unavailable. In some cases, the loading of the second contentitem(s) 122 may begin during the delay 128 and complete following thedelay 128. At 1010, following the delay 128, the first content items 120may be sent to the user device(s) 102, to be loaded for presentation onthe user device(s) 102. Moreover, in some cases any unpromoted secondcontent item(s) 122 may also be sent at 1010, along with any othercontent of the page 118.

In some implementations, the specification of one or more of the secondcontent item(s) 122 in the description of the page 118 may also bemodified such that the second content item(s) 122 are included inline inthe source of the page 118 instead of incorporated by reference. Theinlining the second content item(s) 122 may include modifying the sourceof the page 118 to include all or a portion of the code for secondcontent item(s) 122 that are JavaScript files or CSS files. In somecases, the inlining may enable the promoted second content item(s) 122to load faster, given that the user device(s) 102 may avoid anadditional network operation to retrieve the code for referenced secondcontent item(s) 122. The decision to modify the specification of thesecond content item(s) 122 in the source for the page 118 may be basedat least in part on the user's navigation history in reaching the page118. For example, if the user has reached the page 118 from another pagethat is internal to the same web site, an assumption may be made thatthe code for the second content item(s) 122 (e.g., JavaScript and CSSfiles) may already be cached in memory on the user device(s) 102 or theserver device(s) 110(2) (e.g., an edge server). In such cases,implementations may opt not to inline the second content items(s) 122,given that the code for such items may already be readily available incache. Alternatively, if the user has reached the page 118 from anexternal web site, an assumption may be made that the code for thesecond content item(s) 122 may not be present in a cache or that thecache may be cold. In such cases, implementations may opt to inline thecode for the second content item(s) 122 to enable the second contentitem(s) 122 to load faster. Additionally, in such cases implementationsmay also leave a reference to the second content item(s) 122 in theiroriginal location in the source for the page 118, such as in the onloadevent section description 208. Leaving the reference at onload mayensure that the code for the second content item(s) 122 is cached inpreparation for a subsequent request.

FIG. 11 depicts a flow diagram 1100 of a process for promoting one ormore second content items 122 to load prior to the first content items120 when the availability of the first content items 120 is delayed. Theprocess may be performed on the user device(s) 102, by the user devicecontent promotion module 502 or by another module executing on the userdevice(s) 102, or elsewhere.

At 1102, a determination may be made of the page 118 to be presented ina user interface executing on the user device(s) 102. The user interfacemay be a user interface provided by the browser module 104, the userapplication 106, or another module executing on the user device(s) 102.As described herein, the page 118 may include one or more first contentitems 120 and one or more second content items 122. In someimplementations, the determination of the page 118 may be based on theURL or other identifier included in the page request 108. Thedetermination of the page 118 may also be based at least in part onreceiving the source or other specification for the page 118 from theserver device(s) 110.

At 1104, the delay 128 may be estimated or otherwise determined based atleast in part one on or more of the following: a latency in receivingthe first content item(s) 120 from a remote server, such as the serverdevice(s) 110; or a render time to render or present the first contentitem(s) 120 on the user device(s) 102. Estimation of the delay 128 isdescribed further with reference to FIG. 13.

At 1106, a determination may be made of at least one of the secondcontent items 122 to be promoted to load earlier during the loading ofthe page 118 than initially designated. Such a determination may proceedsimilarly to that described above with reference to 1006.

At 1108, the second content item(s) 122 determined at 1106 may bepromoted as described above, such that the promoted second contentitem(s) 122 are loaded in the user interface during the delay 128 whilethe first content item(s) 120 may be unavailable. In someimplementations, such promotion may include modifying the source of thepage 118 that is received at the user device(s) 102 in response to thepage request 108, to alter the order in which the content items arespecified in the source. At 1110, following the delay 128, the firstcontent items 120 may be loaded for presentation in the user interface.

In some implementations, the determination to promote one or more secondcontent items 122 may be based at least partly on a determination thatthe second content item(s) 122 may take longer to render or present onthe user device(s) 102. In such cases, the second content item(s) 122may be promoted such that their rendering may begin sooner thanotherwise in the absence of promotion, providing more time for therendering of the promoted second content item(s) 122.

FIG. 12 depicts a flow diagram 1200 of a process for employing amulti-stream networking protocol to promote one or more second contentitems 122 to load prior to the first content items 120 when theavailability of the first content items 120 is delayed. The process maybe performed on any of the server device(s) 110, such as a backendserver, a primary server, a secondary server, a content server, anintermediate server, an edge server, a cloud computing server, and soforth. In some implementations, the process may be performed by thecontent promotion module 124, one or more of the content service modules112, the multi-stream networking protocol module 602, other modules of aserver device 110, or elsewhere.

At 1202, the page request 108 is received from the user device(s) 102,requesting delivery of content included in the page 118. As describedherein, the requested page 118 may specify the first content item(s) 120and the second content item(s) 122, the first content item(s) 120 beinginitially designated to load prior to the second content item(s) 122during presentation of the page 118.

At 1204, the first stream 604 may be designated to communicate the firstcontent item(s) 120 to the user device(s) 102, and the second stream 606may be designated to communicate the second content item(s) 122 to theuser device(s) 102. As described above with reference to FIGS. 6 and 7,the first stream 604 and the second stream 606 may be included in aplurality of streams that are multiplexed by a multi-stream networkingprotocol such as SPDY™. In some cases, the multiplexing of the pluralityof streams may be performed over a single network connection to the userdevice(s) 102.

At 1206, the delay 128 may be estimated. Estimation of the delay 128 isdescribed further with reference to FIG. 13.

At 1208, a determination may be made of at least one of the secondcontent items 122 to be promoted to load earlier during the loading ofthe page 118 than initially designated. Such a determination may proceedsimilarly to that described above with reference to 1006.

At 1210, the information describing the second content item(s) 122 maybe written to the second stream 606, such that the second contentitem(s) 122 are communicated to or loaded on the user device 102 duringthe delay 128. Having been written to the second stream 606, the secondcontent item(s) 122 may be communicated to the user device(s) 102 duringthe delay 128 while the first stream 604 is stalled waiting for theavailability of the first content items 120.

At 1212, an event may be detected that indicates that the first contentitem(s) 120 have become available for transport to the user device(s)102. The event may include one or more of the following: a completionevent (e.g., an IOCompletion event) generated by a process (e.g.,content generation/retrieval module 114) that executes on the serverdevice(s) 110 to retrieve or to dynamically generate, at least in part,the first content item(s) 120; a state transition of the process to astate indicating that the process has completed its generation orretrieval of the first content item(s) 120; an event indicating anexhaustion of the second content item(s) 122 available for promotion(e.g., indicating that there are no more available content items thatmay be promoted); or an expiration of the estimated delay 128.

At 1214, based at least partly on the event detected at 1212, theinformation describing the first content item(s) 120 may be written tothe first stream 604 to be communicated to the user device(s) 102.

FIG. 13 depicts a flow diagram 1300 of a process for estimating orotherwise determining the delay 128 in presenting the first contentitems 120 on the user device(s) 102. The process may be performed on anyof the server device(s) 110 described herein, by the delay estimationmodule 126, the content service module 112, the content promotion module124, or by other modules executing on the server device(s) 110. Theprocess may also be performed on the user device(s) 102, by the userdevice content promotion module 502 or by other modules executing on theuser device(s) 102.

At 1302, a determination is made of a generation time to dynamicallygenerate, at least in part, one or more first content items 120 on theserver device(s) 110, in cases where the first content items 120 are atleast in part generated dynamically. The determination of the generationtime may be based on characteristics of the first content item(s) 120 tobe generated, such as a file size and file type of the first contentitem(s) 120. The determination of the generation time may also be basedon the processing capacity, speed, or other characteristics of theserver device(s) 110 where the first content item(s) 120 are to begenerated. The determination of the generation time may also be based oncharacteristics of the process that executes to generate the firstcontent item(s) 120.

At 1304, a determination is made of a retrieval time to retrieve one ormore first content items 120 from the content storage 116. Thedetermination of the retrieval time may be based on characteristics ofthe first content item(s) 120 to be retrieved, such as a file size ofthe first content item(s) 120. The determination of the retrieval timemay also be based on characteristics (e.g., speed, bandwidth, latency,and so forth) of a network connecting the content storage 116 and theserver device(s) 110 retrieving the first content item(s) 120. In somecases, the determination of the retrieval time may be further based onthe processing capacity, speed, or other characteristics of the contentstorage 116 or of the server device(s) 110 retrieving the first contentitem(s) 120.

At 1306, estimate determination is made of a transmission time totransmit the first content item(s) 120 to the user device(s) 102. Thisdetermination may be based, at least in part, on characteristics (e.g.,speed, bandwidth, latency, and so forth) of a network connecting theuser device(s) 102 and the server device(s) 110.

At 1308, a determination is made of a load time to load the firstcontent item(s) 120 for presentation on the user device(s) 102. Thisdetermination may be based, at least in part, on one or more of thefollowing: a type of the user device 102, such as whether the userdevice 102 is a mobile device; performance capabilities of the userdevice 102, such as processing capacity, speed, memory available, and soforth; or performance capabilities of the user application 106, thebrowser module 104, or any other user agent that is executing on theuser device 102 to present the content.

At 1310, data may be accessed that describes one or more previous loadtimes associated with the loading of the first content item(s) 120during at least one previous presentation of the page 118 or during asimulation of a presentation of the page 118. Such historical data maybe employed to estimate or otherwise determine the delay 128.

At 1312, the delay 128 may be determined based on one or more of thegeneration time, the retrieval time, the transmission time, the loadtime, or the one or more previous load times determined at 1302, 1304,1306, 1308, and 1310 respectively. The delay 128 may be employed todetermine which, if any, of the second content item(s) 122 to promote.

In some implementations, the promotion of one or more second contentitems 122 may include sending the promoted second content item(s) 122 tothe user device 102 prior to the sending of the delayed first contentitem(s) 120. In such cases, promotion may include the reordering ofnetwork packets, communications frames, or other communicated dataportions that transport the content items to the user device 102, at anylayer of a multi-layer communications model. Promotion based on packetreordering is described further with reference to FIG. 14. Promotionbased on frame reordering is described further with reference to FIG.15.

FIG. 14 depicts a flow diagram 1400 of a process for using packetreordering to promote one or more second content items 122 to be sent tothe user device 102 prior to the sending of one or more first contentitems 120 when the availability of the first content item(s) 120 isdelayed. The process may be performed on any of the server device(s) 110described herein, by the delay estimation module 126, the contentservice module 112, the content promotion module 124, or by othermodules executing on the server device(s) 110.

At 1402, the page request 108 may be received from the user device 102,as described above with reference to 1002. The requested page 118 mayinclude the first content item(s) 120 and the second content item(s)122. As described above, the first content item(s) 120 may includecritical content item(s), and the second content item(s) 122 may includenon-critical content item(s). In some cases, the first content item(s)120 may be designated to be sent to the user device 102 in one or morefirst packets of a packet stream. The second content item(s) 122 may bedesignated to be sent to the user device 102 in one or more secondpackets that are initially designated to be sent after the sending ofthe first packet(s) in the packet stream. A packet stream may includeany number of packets, associated with any packet type or any protocol,that are communicated over a network.

For example, the first content item(s) 120 and the second contentitem(s) 122 of the page 118 may be sent to a network interface, and thedata for the content item(s) may be distributed among one or morenetwork packets for communication to the user device 102. Such networkpackets may include TCP packets, Stream Control Transmission Protocol(SCTP) packets, or other packets that are at a transport layer of amulti-layer communications model such as the OSI model. The contentitem(s) may also be included in packets at any other layer of themulti-layer communications model. The first transport layer packet(s)(e.g., carrying data for the first content item(s) 120) may beincorporated into a first set of one or more network layer packets, suchas IP packets that are at a network layer of the multi-layercommunications model. The second transport layer packet(s) (e.g.,carrying data for the second content item(s) 122) may be incorporatedinto a second set of one or more network layer packets, which areinitially designated to be sent to the user device 102 following thefirst set of network layer packet(s). In some cases, the initial orderdesignation may include a sequence numbering of the transport layerpackets, with the first transport layer packet(s) having a lowersequence numbering than the second transport layer packet(s).

At 1404, a determination is made of the delay 128 in presenting at leastone of the first content item(s) 120 on the user device 102. At 1406, adetermination is made of at least one of the second content item(s) 122to be promoted. The operations at 1404 and 1406 may proceed similarly asdescribed above with reference to 1004 and 1006.

In some embodiments, at 1408 a portion (e.g., a window) of the packetstream may be reserved or otherwise allocated for the number of firstpacket(s) that were to be sent prior to the at least one of the secondpacket(s) in the absence of promotion. In some cases, this allocationmay include estimating an amount of data that would have been sent inthe first packet(s), and allocating the estimated amount in the packetstream following the second packet(s). In cases where the size of thepackets is fixed, the allocated portion may be a multiplicative productof the number of the delayed first packet(s) and the packet size. Forexample, where the packet size is 1 kilobyte, and four first packet(s)are being delayed, the allocated portion may be 4 kilobytes.

In cases where the size of the packets is variable such that the packetsize may range from a minimize size to a maximum size, the allocatedportion may range from a minimum allocated size to a maximum allocatedsize. In such cases, the minimum allocated size may be the number ofdelayed first packet(s) multiplied by the minimum packet size, and themaximum allocated size may be the number of delayed first packet(s)multiplied by the maximum packet size. For example, the minimum packetsize may be 100 bytes and the maximum packet size may be 1 kilobyte.Accordingly, if the number of first packet(s) is four, the allocatedportion may range in size from 400 bytes to 4 kilobytes.

In some implementations, the first content item(s) 120 may be adjustedto ensure that the delayed first content item(s) 120 substantially fitinto the portion of the packet stream that is allocated for the delayedfirst packet(s). Adjustment may include truncating the first contentitem(s) 120 to fit within the allocated portion. Adjustment may alsoinclude padding or augmenting the first content item(s) 120 to use theallocated portion. In cases where the packets correspond to acommunication protocol that supports fixed size packets, such asAsynchronous Transfer Mode (ATM) packets (e.g., frames), implementationsmay truncate the first content item(s) 120 to fit within the allocatedportion that is a number of the first packet(s) multiplied by the fixedpacket size. In such cases with a fixed packet size, implementations mayalso augment or pad the first content item(s) 120 to use the allocatedportion. Augmentation may include inserting spaces or other additionaldata into the first packet(s) carrying the first content item(s) 120. Incases where the packets correspond to a communication protocol withvariable packet size, such as TCP or Ethernet packets, the first contentitem(s) 120 may be truncated to fit within the maximum packet sizemultiplied by the number of first packet(s).

In some implementations, the adjustment of the size of the first contentitem(s) 120 may be performed by one or more processes that generate thefirst content item(s) 120, such as the content generation/retrievalmodule 114. For example, the size of the allocated portion of the packetstream may be conveyed to the process(es) that generate the firstcontent item(s) 120, which may then generate the first content item(s)120 with a size corresponding to the size of the allocated portion. Insome cases, the adjustment of the size of the first content item(s) 120may include selecting particular first content item(s) 120 to send inthe first packet(s) within the allocated portion of the packet stream,and not sending or further delaying the sending of other first contentitem(s) 120.

In some implementations where the first and second packets are TCPpackets, at 1410 a size of a TCP congestion window may be adjusted. Acongestion window may be employed when using TCP to communicateinformation over a network, the congestion window being associated witha number of outstanding packets that a client device (e.g., the userdevice(s) 102) and a server device (e.g., the server device(s) 110) mayaccept from each other. In some implementations, promotion operationsmay include specifying a TCP congestion window of a size that is largeenough to accommodate the promoted second content item(s) 122 and thedelayed first content item(s) 120. For example, in cases where thesecond content item(s) 122 are to be carried in five packets and thefirst content item(s) 120 are to be carried in four packets, the TCPcongestion window may be set to a size corresponding to at least ninepackets. Such a sizing of the TCP congestion window may ensure that thesecond content item(s) 122 are held in buffer and not dropped. Forexample, absent a large enough congestion window the user device(s) 102receiving the second packet(s) may infer, based on the received secondpacket(s) being out of order in sequence number, that the firstpacket(s) have been lost. Specifying a large enough congestion windowmay ensure that the second packet(s) are held in buffer until theeventual receipt of the first packet(s).

At 1412, at least one of the second packet(s) may be sent to the userdevice 102 in the packet stream, the at least one of the secondpacket(s) including the at least one of the second content item(s) 122that were designated for promotion at 1406. The sending of the secondpacket(s) may be performed prior to the sending of at least one of thefirst packet(s) that includes the delayed first content item(s) 120.

At 1414, following the delay 128 (e.g., when the first content item(s)120 become available) the first packet(s) carrying the first contentitem(s) 120 may be sent to the user device 102 in the portion of thepacket stream allocated at 1408. In this way, some implementations mayprovide for the promotion of second content item(s) 122 by sending thepackets carrying the promoted second content item(s) 122 in an orderthat is different from the order in which the packets may have been sentabsent promotion. In some implementations, the first content item(s) 120may be adjusted or generated based at least partly on the size of theallocated portion of the packet stream. As described above, theadjustment may include generating the first content item(s) 120 to be ofa size that substantially fits within the size of the allocated portionof the packet stream.

In some cases, various TCP packets may be routed differently over anetwork at the IP level, and accordingly may be received by the userdevice 102 in a different order from the order in which they were sent.On receiving the out-of-order transport layer packets, the user device102 (or a network interface or controller operating on the user device102) may buffer at least some of the earlier received packets until thelater packets are received, and reconstruct the initial order of the TCPpackets according to their sequence numbers. Such reconstruction of theinitial order may be performed automatically on the user device 102 inaccordance with TCP or in accordance with any other protocol thatsupports a sequential ordering of packets. Implementations may exploitthis feature of network packet processing (e.g., in accordance with TCP)to reorder packets that were sent out-of-order from the server device(s)110. For example, as described with reference to FIG. 14,implementations may promote the second content item(s) 122 to be sent insecond packets prior to the sending of the first packets carrying thefirst content item(s) 120, instead of waiting for the first contentitem(s) 120 to become available. The out-of-order packets may then bereordered automatically following their arrival at the user device 102.By avoiding or mitigating a delay in data transmission due to thedelayed availability of the first content item(s) 120, implementationsmay enable the communication of the contents of the page 118 moreefficiently than may otherwise occur absent promotion.

Some implementations may include one or more modifications to a networkcontroller, network interface, or network stack on the server device(s)110, to enable the packet reordering described above. For example,modifications may be made to enable processes to write out-of-order TCPpackets to a sequence of IP packets as described above. Suchmodification may enable processes to open, and write to an IP socketinstead of opening, and writing to, a TCP socket on the server device(s)110. The application code for a process, such as the content servicemodule 112, may send a stream of out-of-order TCP packets to be includedin the payloads of one or more IP packets to be communicated to the userdevice 102.

Alternatively, in some implementations the kernel of the serverdevice(s) 110 may be modified to enable discrete TCP packets to be sentto the network interface in a designated order. For example, instead ofwriting bytes to a stream which is then distributed into TCP packets bythe network interface, implementations may provide a driver that may beinstalled in the kernel and that may expose an application programminginterface (API). Such an API may enable applications to request thatdata be sent in an out-of-order sequence of packets as described above.

The operations described in FIG. 14 may be performed on any device(e.g., a server side device) that generates IP packets to carry TCPpackets including the content item(s) of the page 118. For example, aTCP connection may be formed between a server side device, such as aproxy server or other intermediate server, and a device on the clientside of the connection. The device that terminates the TCP connection onthe client side may be a gateway or other device that performs networkaddress translation (NAT) operations for the user device(s) 102. In suchcases, e.g., when IP version 4 is in use, the packet reordering on theclient side may be performed at the NAT device, and the sending of thereordered packets may be performed on a proxy server on the server sideof the connection. Alternatively, e.g., when IP version 6 is in use, thepacket reordering on the client side may be performed at the user device102 itself, given that IP version 6 may enable a connection between theuser device(s) 102 and the server device(s) 110 that is substantiallyunmediated by a NAT device or another intermediate device.

Although the examples included herein describe promotion through thereorder of packets at the transport level, such as TCP or SCTP packets,implementations are not so limited. Implementations support packetreordering at any layer of a multi-layer communications model, includingthe reordering of any type of packets that are sequentially orderedaccording to a communications protocol that operates at any layer.

FIG. 15 depicts a flow diagram 1500 of a process for using framereordering to promote one or more second content items 122 to be sent tothe user device 102 prior to the sending of one or more first contentitems 120 when the availability of the first content item(s) 120 isdelayed. The process may be performed on any of the server device(s) 110described herein, by the delay estimation module 126, the contentservice module 112, the content promotion module 124, or by othermodules executing on the server device(s) 110.

At 1502, the page request 108 may be received from the user device 102,as described above with reference to 1002. The requested page 118 mayinclude the first content item(s) 120 and the second content item(s)122. As described above, the first content item(s) 120 may includecritical content item(s), and the second content item(s) 122 may includenon-critical content item(s). In some cases, the first content item(s)120 may be designated to be communicated to the user device 102 in oneor more first communication frames of a frame sequence. The secondcontent item(s) 122 may be designated to be sent to the user device 102in one or more second communication frames that are initially designatedto be sent after the sending of the first frame(s) in the framesequence. In some cases, a frame may include a group of packets that maybe an ordered group of packets. A frame sequence may include any numberof frames.

At 1504, a determination is made of the delay 128 in presenting at leastone of the first content item(s) 120 on the user device 102. At 1506, adetermination is made of at least one of the second content item(s) 122to promote. The operations at 1504 and 1506 may proceed similarly asdescribed above with reference to 1004 and 1006.

In some embodiments, at 1508 a portion (e.g., a window) of the framesequence may be reserved or otherwise allocated for the number of firstframe(s) that were to be sent prior to the at least one of the secondframes in the absence of promotion. In some cases, this allocation mayinclude estimating an amount of data that would have been sent in thefirst frame(s), and allocating the estimated amount in the framesequence following the second frame(s). In cases where the size of theframes is fixed, the allocated portion may be a multiplicative productof the number of the delayed first frame(s) and the frame size. Forexample, where the frame size is 1 kilobyte, and four first frame(s) arebeing delayed, the allocated portion may be 4 kilobytes.

In cases where the size of the frames is variable such that the framesize may range from a minimize size to a maximum size, the allocatedportion may range from a minimum allocated size to a maximum allocatedsize. In such cases, the minimum allocated size may be the number ofdelayed first frame(s) multiplied by the minimum frame size, and themaximum allocated size may be the number of delayed first frame(s)multiplied by the maximum frame size. For example, the minimum framesize may be 100 bytes and the maximum frame size may be 1 kilobyte.Accordingly, if the number of first frame(s) is four, the allocatedportion may range in size from 400 bytes to 4 kilobytes.

In some implementations, the first content item(s) 120 may be adjustedto ensure that the delayed first content item(s) 120 fit into theportion of the frame sequence that is allocated for the delayed firstframe(s). In some cases, the adjustment of the first content item(s) 120may include adjusting a rate of compression of the first content item(s)120, or altering a compression algorithm employed to compress the firstcontent item(s) 120. For example, when the first content item(s) 120include content that is compressed according to a dictionary-basedcompression algorithm such as a ZIP-based algorithm, altering thecompression may include employing a different compression dictionary forvarious frames. Altering the compression may also include compressingcertain frames and not compressing other frames. In some cases,compression may be altered by determining to compress one or moreparticular types of data (e.g., textual data or metadata such as HTML)and determining not to compress other types of data (e.g., image datathat may already be in a compressed format, such as the JointPhotographic Experts Group (JPEG) image format). In some cases, thedetermination to adjust the rate of compression of the first contentitem(s) 120 may be based at least in part on considerations regardingthe additional latency that may be incurred by altering the compression.

At 1510, at least one of the second frame(s) may be sent to the userdevice 102 in the frame sequence, the at least one of the secondframe(s) including the at least one of the second content item(s) 122that were designated for promotion at 1506. The sending of the secondframe(s) may be performed prior to the sending of at least one of thefirst frame(s) that includes the delayed first content item(s) 120.

At 1512, following the delay 128 (e.g., when the first content item(s)120 become available) the first frame(s) carrying the first contentitem(s) 120 may be sent to the user device 102 in the allocated portionof the frame sequence. In some implementations, the first contentitem(s) 120 may be adjusted based at least partly on a size of theallocated portion of the frame sequence, as described above. In thisway, some implementations may provide for the promotion of secondcontent item(s) 122 by sending the frames carrying the promoted secondcontent item(s) 122 in an order that is different from the order inwhich the frames may have been sent absent promotion.

In some implementations, the inclusion of the first content item(s) 120and the second content item(s) 122 in one or more frames may be similarto the packet-based communications described with reference to FIG. 14,but with processing being performed at the frame level instead of at thepacket level. For example, content may be incorporated into one or moreframes that operate at an application layer of the multi-layercommunications model such as the OSI model, instead of into one or morepackets at the transport or network layer. Such framing may be based onSPDY™, or on any other process at the application layer thatcommunicates data using an ordered sequence of communications frames.Implementations also support framing at any other layer of a multi-layercommunications model.

In some implementations where the framing is at the application layer,one or more modifications may be made to an application server or othersoftware executing on the server device(s) 110 to enable the applicationserver (or other software) to send out-of-order frames to a networkcontroller, network interface, or network stack. Implementations mayalso include one or more modifications to software executing on the userdevice(s) 102 to enable the software to receive out-of-order frames andto reorder them before sending the reordered frames on to the userapplication 106 or the browser module 104.

In some implementations, the promotion of content items may employ oneor more priority indicators incorporated into the specification (e.g.,source) of the page 118. Such priority indicators may be incorporatedinto the page 118 at a content server or another server device 110before the page 118 is served to the user device 102, and may provide tothe user device 102 a suggestion or a hint of an order in which torequest content items for the page 118. Incorporation of priorityindicators may include modifying the source of retrieved, static pages.Incorporation of priority indicators may also include dynamicallygenerating dynamic pages to include the priority indicators.

FIG. 16 depicts a flow diagram 1600 of a process for promoting contentitems by incorporating priority indicators into the page 118, where thepriority indicators suggest an order for requesting the content items.In the example of FIG. 16, operations of the process are depicted asbeing performed on the user device(s) 102 or the server device(s) 110,including any of the server devices 110 described herein. Operationsperformed on the user device(s) 102 may be performed by any moduleexecuting on the user device(s) 102, including but not limited to thebrowser module 104, the user application 106, the user device contentpromotion module 502, and so forth. Operations performed on the serverdevice(s) 110 may be performed by any module executing on any of theserver devices 110, including but not limited to the content servicemodule 112, the content promotion module 124, and so forth.

At 1602, the browser module 104 or another module executing on the userdevice 102 may generate the page request 108, requesting the page 118 tobe presented on the user device 102. The page request 108 may be sent tothe server device(s) 110 as described above.

At 1604, the content service module 112 or another process executing onthe server device(s) 110 may receive the page request 108. As describedabove, the requested page 118 may include references to one or morefirst content items 120 and one or more second content items 122. Forexample, in cases where the page 118 is specified using any version ofHTML, DHTML, XHTML, or some other markup language, the content itemreferences may be metadata tags that identify or otherwise reference thecontent items, provide a location where the content items may beretrieved, provide attributes that indicate how the content items may bepresented, and so forth. The first content item(s) 120 may be initiallydesignated to load prior to the second content item(s) 122 based on alisted order of references in the page 118. In cases where the page 118is a substantially static page, such an initial order designation may bebased on the references to the first content item(s) 120 occurringearlier than the references to the second content item(s) 122 in thesource of the page 118. The first content item(s) 120 may includecritical content items as described above. In cases where the page 118is a substantially dynamic page that is at least partly generated inresponse to the page request 108, the initial order designation may bedetermined by one or more processes that generate the page 118 in theabsence of promotion operations.

At 1606, a determination is made of a suggested order for requesting thefirst content item(s) 120 and the second content item(s) 122 during apresentation of the page 118. The suggested order may differ, at leastpartly, from the listed order of the references in the page 118. In somecases, the determination of the suggested order is based on adetermination to promote one or more of the second content item(s) 122,such that the promoted second content item(s) 122 may be requested bythe user device 102 earlier than initially designated. The decision topromote one or more of the second content item(s) 122 may proceed asdescribed with reference to FIG. 10. For example, the decision topromote one or more of the second content item(s) 122 may be based onthe determined delay 128 in the availability of one or more of the firstcontent item(s) 120, as described with reference to FIGS. 10 and 13.

The decision to promote may also be based at least partly on userexperience considerations. For example, based on historical datadescribing the behaviors of previous users on the page 118 or otherpages, certain content items may be determined to contribute to asubstantially positive user experience or may be determined to havecontributed to at least one transaction (e.g., product purchase)completed through the page 118. Such content items may be promoted toload earlier than initially designated.

In some cases, the decision to promote may be based at least partly on adetermination that one or more other content items depend on a priorloading or presentation of the promoted second content item(s) 122. Forexample, a decision may be made to promote an image content itemspecifying an image that is of unknown size prior to its loading, giventhat the size of the image may affect the page layout in general. Insome cases, a browser may not render the remainder of the page 118 untilthe size of the image is known (e.g., until the image is loaded).Accordingly, implementations may promote the image content item toenable the remainder of the page 118 to be rendered earlier than it mayotherwise be rendered absent such promotion. As another example, adecision may be made to promote script objects, code objects, or othertypes of objects on which other content items depend. For example, theloading of one or more JavaScript objects may depend on a particularJavaScript library having been previously loaded, or script objects formenu items may depend on the prior loading of the script describing themenu itself. In such cases, the content item for the depended-uponobject may be promoted based on the dependency of other objects.

At 1608, one or more priority indicators may be incorporated into thepage 118. Such priority indicator(s) may indicate, suggest, or hint atthe suggested order in which one or more content items of the page 118may be requested by the user device 102. In cases where one or moresecond content item(s) 122 are promoted to load prior to one or morefirst content item(s) 120, the priority indicator(s) may indicate suchpromotion. Implementations may also employ the priority indicator(s) tosuggest an order in which the user device 102 may request any or all ofthe content items in the page 118, including but not limited to thefirst content items 120 and the second content items 122.

In some implementations, the priority indicator(s) may suggest or hintat an order in which the content items may be requested by the userdevice 102, and the browser module 104 or other module of the userdevice 102 may determine a request order by considering the suggestedorder in view of other considerations as described further withreference to FIG. 17. Alternatively, in some implementations thepriority indicator(s) may indicate an order in which the content itemsare to be requested by the browser module 104 or other module of theuser device 102, e.g., providing for substantially no discretion by theuser device 102 in determining the request order.

In some implementations, the priority indicators may be incorporated asmetadata elements into the source or specification of the page 118. Forexample, in cases where the page 118 is described using a version ofHTML, the priority indicators may be incorporated as attributes in theHTML tags that reference one or more content items such as images,scripts, text elements, and so forth. Examples of such metadata basedpriority indicators are described further with reference to FIGS. 18 and19.

At 1610, the page 118 including the incorporated priority indicator(s)may be sent to the user device 102. At 1612, the browser module 104 oranother module of the user device 102 may receive the page 118,including the priority indicator(s). The processing of the received page118 on the user device 102 is described further with reference to FIG.17.

FIG. 17 depicts a flow diagram 1700 of a process for processing the page118 including priority indicators that indicate a suggested order forrequesting content items in the page 118. In the example of FIG. 17,operations of the process are depicted as being performed on the userdevice(s) 102 or the server device(s) 110, including any of the serverdevices 110 described herein. Operations performed on the user device(s)102 may be performed by any module executing on the user device(s) 102,including but not limited to the browser module 104, the userapplication 106, the user device content promotion module 502, and soforth. Operations performed on the server device(s) 110 may be performedby any module executing on any of the server devices 110, including butnot limited to the content service module 112, the content promotionmodule 124, and so forth.

At 1702, the browser module 104 or another module executing on the userdevice 102 may determine an order in which to request the content itemsreferenced in the page 118, such as the first content item(s) 120 andthe second content item(s) 122. The determined order of requests may bebased at least partly on the order suggested or otherwise indicated bythe priority indicator(s) incorporated into the page 118 as describedabove with reference to FIG. 16.

At 1704, in some implementations the order may be modified or furtherdetermined based on one or more other considerations. In some cases, theorder may be modified based on a determination that one or more contentitems for the page 118 are currently cached or otherwise stored inmemory on the user device 102, and that such cached content items werecached recently enough that they may reflect the current versions of thecontent items available through the server device(s) 110. For example,one or more priority indicators may suggest that a particular secondcontent item 122 be promoted to load prior to a particular first contentitem 120, based on the delay 128 in the availability of the particularfirst content item 120. The browser module 104 may determine that asubstantially current version of the first content item 120 is availablein cache on the user device 102, and may therefore choose to disregardthe suggested request order indicated by the priority indicators.

In some implementations, the order may be modified based on currentnetwork conditions (e.g., bandwidth, latency, and so forth) of one ormore networks that enable communications between the user device 102 andother devices. Such network conditions may be measured at the userdevice 102. Alternatively, data describing the network conditions may bemeasured at another device and communicated to the user device 102. Forexample, one or more priority indicators may suggest that a particularsecond content item 122 be promoted to load prior to a particular firstcontent item 120. However, it may be determined that the second contentitem 122 may be delivered substantially more slowly to the user device102 than the first content item 120, based on current network conditionson network path over which the second content item 122 may be delivered.In such cases, the browser module 104 or another module of the userdevice 102 may disregard the suggested request order indicated by thepriority indicator(s). Implementations may determine the request orderbased on the order indicated by the priority indicator(s), based onwhether content items are locally cached, based on current networkconditions, or based on other factors and considerations.

At 1706, the content items of the page 118 (e.g., the first contentitem(s) 120, the second content item(s) 122, or other content items) maybe requested in one or more requests for content items 1708 sent fromthe user device(s) 102 to the server device(s) 110. The one or morerequests for content items 1708 may be sent in the order determined at1702 and 1704.

At 1710, the request(s) for content item(s) 1708 may be received at theserver device(s) 110. At 1712, the requested content item(s) may beserved to the user device(s) 102. In some cases, the content item(s) maybe served according to the order in which they were requested.

At 1714, the requested content items (e.g., the first content item(s)120, the second content item(s) 122, or other content items) may bereceived, loaded, and presented by the browser module 104 or anothermodule executing on the user device 102.

FIG. 18 depicts a schematic 1800 illustrating the determination of arequest order for requesting content items based on priority indicatorsindicating a suggested request order. As shown in FIG. 18, the source orspecification of the page 118 has been modified or generated to providethe version of the page after promotion 302. In this example, the page118 has been modified or generated to incorporate one or more priorityindicators 1802 as attributes in the metadata tags associated with oneor more content items. Through one or more page processing operations1804 performed by the browser module 104 or another module of the userdevice 102 (e.g., as described with reference to FIG. 17), a requestorder 1806 may be determined. The browser module 104 (or another module)may then request the content items in the determined order. Asillustrated in FIG. 18, the priority indicator(s) 1802 may suggest arequest order 1806 that is different from an order in which the contentitems were initially designated in the page 118.

Although FIG. 18 depicts the priority indicator(s) 1802 incorporatedinto the page 118 as HTML attributes in HTML tags corresponding to thecontent items, implementations are not so limited. Implementations maysupport the use of priority indicators that are incorporated into thepage 118 as any type of data or metadata, in accordance with any markuplanguage or any other type of language employed to describe a page.Moreover, although FIG. 18 depicts the priority indicator(s) 1802indicating a numeric order (e.g., 1, 2, 3, and so forth),implementations support other types of priority indicators 1802. Forexample, the priority indicators 1802 may provide a non-numericsuggestion of a request order, such as a high, medium, or low priority.Further, although FIG. 18 depicts the priority indicator(s) 1802indicating an order along a single dimension, employing a singlevariable (e.g., the priority attribute), implementations support the useof priority indicator(s) 1802 that specify information along multipledimensions or that use one or more variables. Implementations may alsosupport priority indicator(s) 1802 as metadata elements that areidentified using attributes other than “priority.”

FIG. 19 depicts a schematic 1900 illustrating the determination of therequest order 1806 for requesting content items included in the page 118based on the priority indicator(s) 1802 indicating a suggested requestorder. FIG. 19 illustrates implementations in which the priorityindicator(s) 1802 include multiple dimensions. In the example of FIG.19, the priority indicator(s) 1802 are specified according to a priorityhierarchy 1902. A first dimension of the priority indicator(s) 1802 maybe indicated by the name or identifier (e.g., the HTML attribute) thatdesignates the priority indicator 1802, e.g., ue_priority,script_priority, or render_priority as shown in FIG. 19. A seconddimension of the priority indicator(s) 1802 may be indicated by theirvalue, e.g., 1, 2, 3, and so forth.

In the example of FIG. 19, three types of priority indicator(s) 1802 aredepicted: ue_priority, render_priority, and script_priority. Theue_priority type of the priority indicator 1802 may indicate that thedecision to promote was based at least partly on user experienceconsiderations. As described above with reference to FIG. 17, such userexperience considerations may, for example, be based on a determinationthat particular content items previously contributed to a substantiallypositive user experience or a completed purchase. The render_prioritytype of the priority indicator 1802 may indicate that the decision topromote was based at least partly on a determination that unknowncharacteristics of a content item may block the rendering of the page118 until the content item is rendered. For example, as described abovean unknown image size may affect page layout, and may therefore blockthe loading of other elements of the page 118 until the image is loaded.The script_priority type of the priority indicator 1802 may indicatethat the decision to promote was based at least partly on adetermination that other content items may depend on the loading of thepromoted content item. Such dependencies may include dependenciesbetween script or code elements as described above, or through othertypes of dependencies.

Some implementations may provide the priority hierarchy 1902 thatindicates a priority ordering between the various types of the firstdimension of the priority indicators 1802. For example, as shown in FIG.19, render_priority may be given a higher priority than ue_priority,which may be given a higher priority than script_priority. The browsermodule 104, or another module of the user device 102, may sort thecontent items of the page 118 according to their priority indicator(s)1802 to determine the request order 1806. In some implementations, suchsorting may be performed first on the type of the priority indicator1802, according to the priority hierarchy 1902. Secondary sorting maythen be performed based on the values of the priority indicators 1802(e.g., the values of the attributes). For example, as shown in FIG. 19the request order 1806 includes first the render_priority content items(sorted based on their numeric values), followed by the ue_prioritycontent items (sorted based on their numeric values), followed by thescript_priority content items (sorted based on their numeric values).

Although FIG. 19 illustrates an example in which the priorityindicator(s) 1802 include multiple dimensions associated with thepriority hierarchy 1902, implementations are not limited to thisparticular example. Implementations support other priority indicator(s)1802 that include multiple dimensions. For example, in someimplementations the priority indicator(s) 1802 may be metadataattributes of a form “type:N” where “N” may be any numeric value (e.g.,1, 2, 3, and so forth) and “type” may indicate a type of the firstdimension (e.g., ue, render, script and so forth). The priorityhierarchy 1902 may describe a hierarchy between these various types asdescribed above, such as render ranked higher than ue, and ue rankedhigher than script. Thus, a metadata tag referencing a resource mayinclude the attribute “priority=ue:2”, indicating that the resource hasbeen assigned the first dimension priority of ue, and the seconddimension priority of 2. Another metadata tag may include the attribute“priority=render:3”, indicating that a resource has been assigned thefirst dimension priority of render, and the second dimension priority of3.

In some cases, the various types of the priority indicator(s) 1802 maybe assigned based at least partly on whether content items of the page118 are static or dynamic. For example, static elements of the page 118may be assigned render_priority or script_priority types of priorityindicator(s) 1802 based on expected behaviors of such elements (e.g.,predetermined dependencies between elements, predetermined uncertaintiesin size of images, and so forth). Dynamic elements of the page 118 maybe assigned ue_priority types of priority indicator(s) 1802 based onpast, observed user behaviors.

In some implementations where the priority indicator(s) 1802 areincorporated as metadata elements (e.g., HTML attributes), modificationsmay be made to enable the browser module 104 to parse and interpret themetadata elements. In cases where the priority indicator(s) 1802 areincorporated as HTML attributes that modify previously supported HTMLtags (e.g., for images, objects, scripts, and so forth), suchmodifications may enable more recent browsers to interpret theattributes. Older (e.g., unmodified) browsers may ignore the priorityindicator(s) 1802 as unknown HTML attributes, and may render the page118 while disregarding the priority indicator(s) 1802. Accordingly,page(s) 118 that include the priority indicator(s) 1802 may still bedisplayable in the older browsers.

Those having ordinary skill in the art will readily recognize thatcertain steps or operations illustrated in the figures above can beeliminated, combined, subdivided, executed in parallel, or taken in analternate order. Moreover, the methods described above may beimplemented as one or more software programs for a computer system andare encoded in one or more computer-readable storage media asinstructions executable on one or more processors.

Separate instances of these programs may be executed on or distributedacross separate computer systems. Thus, although certain steps have beendescribed as being performed by certain devices, software programs,processes, or entities, this need not be the case and a variety ofalternative implementations will be understood by those having ordinaryskill in the art.

Additionally, those having ordinary skill in the art readily recognizethat the techniques described above can be utilized in a variety ofdevices, environments, and situations. Embodiments of the disclosure canbe described in view of the following clauses:

Clause 1: A computer-implemented method, comprising:

receiving from a user device a request for a web page, the web pageincluding one or more first content items and one or more second contentitems, the one or more first content items being initially designated toload prior to the one or more second content items during a presentationof the web page on the user device, the one or more first content itemsincluding content previously identified as contributing to a completionof at least one transaction through the web page;

based at least partly on data describing at least one previouspresentation of the web page, determining a delay in presenting at leastone of the one or more first content items;

determining whether to promote any of the one or more second contentitems to be loaded before the one or more first content items, whereinthe determination of whether to promote any of the one or more secondcontent items is based at least partly on a previous presentation of theweb page and on a time for presenting at least one of the second contentitems being less than or equal to the delay;

in response to determining to promote at least one of the one or moresecond content items, sending, to the user device, the at least one ofthe one or more second content items to be loaded for presentation onthe user device at least partly during the delay; and

sending, to the user device, the one or more first content items to beloaded for presentation on the user device following the delay.

Clause 2: The method of clause 1, wherein the delay in presenting the atleast one of the first content items is at least partly associated withone or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 3: The method of any one of clauses 1 and 2, wherein the web pageis described at least partly using one or more of: Hypertext MarkupLanguage (HTML); JavaScript; Cascading Style Sheets (CSS); ScalableVector Graphics (SVG); or Virtual Reality Modeling Language (VRML).

Clause 4: The method of any one of clauses 1-3, wherein the one or morefirst content items describe one or more of a product or a service thatis available for purchase through the web page.

Clause 5: A system, comprising at least one computing device configuredto implement one or more services, wherein the one or more services areconfigured to:

determine a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems, the one or more first content items being initially designated toload prior to the one or more second content items during a presentationof the page;

determine a delay in presenting at least one of the one or more firstcontent items;

determine whether a time for presenting at least one of the one or moresecond content items is less than or equal to the delay; and

in response to determining that the time for presenting at least one ofthe one or more second content items is less than or equal to the delay,provide the at least one of the one or more second content items to beloaded for presentation on the user device at least partly during thedelay and provide the one or more first content items to be loaded forpresentation on the user device following the delay.

Clause 6: The system of clause 5, wherein the one or more first contentitems include content previously identified as contributing to acompletion of at least one transaction through the page.

Clause 7: The system of any one of clauses 5 and 6, wherein thedetermining of the delay is based at least partly on data describing atleast one previous presentation of the page.

Clause 8: The system of any one of clauses 5-7, wherein:

the at least one of the one or more first content items are initiallydesignated to load prior to the one or more second content items basedon the at least one of the first content items being included in a headsection of the page; and

the at least one of the second content items are initially designated toload following the at least one of the first content items, based on theat least one of the second content items being included in one or moresections of the page that are subsequent to the head section.

Clause 9: The system of any one of clauses 5-8, wherein the providing ofthe at least one of the second content items to be loaded forpresentation on the user device during the delay further comprisespromoting the at least one of the second items to the head section ofthe page.

Clause 10: The system of any one of clauses 5-9, wherein the at leastone of the second content items are initially designated to load inresponse to an onload event.

Clause 11: The system of any one of clauses 5-10, wherein the delay inpresenting the at least one of the first content items is at leastpartly associated with one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 12: The system of any one of clauses 5-11, wherein the delay isdetermined based at least in part on determining that the user device isa mobile device.

Clause 13: One or more computer-readable media storing instructionswhich, when executed by at least one processor, instruct the at leastone processor to perform actions comprising:

in response to receiving a request for a page of content, determiningthe page of content to be presented in a user interface, the pageincluding a set of first content items and a set of second contentitems, the set of first content items being initially designated to loadin the user interface prior to loading the set of second content itemsduring a presentation of the page;

determining a delay in presenting at least one of the set of firstcontent items, the delay based at least in part on a latency inreceiving the at least one of the set of first content items from aremote server;

determining whether to promote at least one of the set of second contentitems based at least partly on a time for presenting the at least one ofthe set of second content items being less than or equal to the delay;and

in response to determining to promote at least one of the set of secondcontent items, promoting the at least one of the set of second contentitems, such that the at least one of the set of second content items isloaded in the user interface at least partly during the delay.

Clause 14: The one or more computer-readable media of clause 13, whereinthe set of first content items include content previously identified ascontributing to a completion of at least one transaction through thepage.

Clause 15: The one or more computer-readable media of any one of clauses13 and 14, wherein the set of first content items include one or moreof: an image of a product available for purchase through the page; adescription of the product; a price of the product; or a review of theproduct.

Clause 16: The one or more computer-readable media of any one of clauses13-15, wherein:

the at least one of the set of first content items are initiallydesignated to load prior to the set of second content items based on theat least one of the set of first content items being included in a headsection of the page; and

the at least one of the set of second content items are initiallydesignated to load following the set of first content items, based onthe at least one of the set of second content items being included inone or more sections of the page that are subsequent to the headsection.

Clause 17: The one or more computer-readable media of any one of clauses13-16, wherein the promoting of the at least one of the set of secondcontent items includes promoting the at least one of the set of secondcontent items to load in the head section of the page.

Clause 18: The one or more computer-readable media of any one of clauses13-17, wherein the at least one of the set of second content items aredesignated to load in response to an onload event.

Clause 19: The one or more computer-readable media of any one of clauses13-18, wherein the determining of the at least one of the set of secondcontent items to be promoted is further based at least partly on one ormore other pages previously navigated to within the user interface.

Clause 20: The one or more computer-readable media of any one of clauses13-19, wherein the at least one of the set of second content items to bepromoted includes content designated to be loaded in an absence of inputevents subsequent to an initial request for the page.

Clause 21: A computer-implemented method, comprising:

receiving from a user device a request for a web page, the web pageincluding one or more first content items and one or more second contentitems, the one or more first content items including content previouslyidentified as contributing to a completion of at least one transactionthrough the web page;

designating a first stream to communicate the one or more first contentitems to the user device and a second stream to communicate the one ormore second content items to the user device, the first stream and thesecond stream included in a plurality of streams that are multiplexed bya multi-stream networking protocol to communicate with the user device;

based at least partly on data describing at least one previouspresentation of the web page, determining a delay in presenting at leastone of the one or more first content items;

determining whether to promote any of the one or more second contentitems to be loaded before the one or more first content items, whereinthe determination of whether to promote any of the one or more secondcontent items is based at least partly on a time for presenting at leastone of the second content items being less than or equal to the delay;

in response to determining to promote at least one of the one or moresecond content items, writing the at least one of the second contentitems to the second stream, such that the at least one of the secondcontent items is communicated to the user device at least partly duringthe delay; and

writing the one or more first content items to the first stream, suchthat the one or more first content items are communicated to the userdevice following the delay.

Clause 22: The method of clause 21, wherein the delay in presenting theat least one of the first content items is at least partly associatedwith one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 23: The method of any one of clauses 21 and 22, wherein the webpage is described at least partly using one or more of: HyperText MarkupLanguage (HTML); JavaScript; Cascading Style Sheets (CSS); ScalableVector Graphics (SVG); or Virtual Reality Modeling Language (VRML).

Clause 24: The method of any one of clauses 21-23, wherein the one ormore first content items describe one or more of a product or a servicethat is available for purchase through the web page.

Clause 25: A system, comprising at least one computing device configuredto implement one or more services, wherein the one or more services areconfigured to:

determine a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems;

designate a first stream to communicate the one or more first contentitems to the user device and a second stream to communicate the one ormore second content items to the user device, the first stream and thesecond stream included in a plurality of streams that are multiplexed bya multi-stream networking protocol to communicate with the user device;

determine a delay in presenting at least one of the one or more firstcontent items;

determine whether a time for presenting at least one of the one or moresecond content items is less than or equal to the delay; and

in response to determining that the time for presenting at least one ofthe one or more second content items is less than or equal to the delay,write the at least one of the second content items to the second stream,such that the at least one of the second content items is communicatedto the user device at least partly during the delay, and write the oneor more first content items to the first stream, such that the one ormore first content items are communicated to the user device followingthe delay.

Clause 26: The system of clause 25, wherein the one or more firstcontent items include content previously identified as contributing to acompletion of at least one transaction through the page.

Clause 27: The system of any one of clauses 25 and 26, wherein theestimating of the delay is based at least partly on data describing atleast one previous presentation of the page.

Clause 28: The system of any one of clauses 25-27, wherein:

the at least one of the first content items are initially designated toload prior to the one or more second content items based on the at leastone of the first content items being included in a head section of thepage; and

the at least one of the second content items are initially designated toload following the one or more first content items, based on the atleast one of the second content items being included in one or moresections of the page that are subsequent to the head section.

Clause 29: The system of any one of clauses 25-28, wherein themulti-stream networking protocol multiplexes the plurality of streamswithin a single network connection to the user device.

Clause 30: The system of any one of clauses 25-29, wherein themulti-stream networking protocol employs a time-based multiplexing ofdata frames from the plurality of streams across the single networkconnection.

Clause 31: The system of any one of clauses 25-30, wherein the delay inpresenting the at least one of the first content items is at leastpartly associated with one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 32: The system of any one of clauses 25-31, wherein the delay isdetermined based at least in part on determining that the user device isa mobile device.

Clause 33: One or more computer-readable media storing instructionswhich, when executed by at least one processor, instruct the at leastone processor to perform actions comprising:

in response to receiving a request for a page of content, determiningthe page of content to be presented on a user device, the page includingone or more first content items and one or more second content items;

designating a first stream to communicate the one or more first contentitems to the user device and a second stream to communicate the one ormore second content items to the user device, the first stream and thesecond stream included in a plurality of streams of a multi-streamnetworking protocol, wherein the multi-stream networking protocolemploys a time-based multiplexing of data frames from the plurality ofstreams to communicate with the user device across a single networkconnection;

determining a delay in presenting at least one of the one or more firstcontent items;

determining at least one of the one or more second content items basedat least partly on a time to present the at least one of the secondcontent items being not greater than the delay; and

writing the at least one of the second content items to the secondstream, such that the at least one of the second content items iscommunicated to the user device at least partly during the delay.

Clause 34: The one or more computer-readable media of clause 33, whereinthe one or more first content items include content previouslyidentified as contributing to a completion of at least one transactionthrough the page.

Clause 35: The one or more computer-readable media of any one of clauses33 and 34, wherein the one or more first content items include one ormore of: an image of a product available for purchase through the page;a description of the product; a price of the product; or a review of theproduct.

Clause 36: The one or more computer-readable media of any one of clauses33-35, wherein:

the at least one of the first content items are initially designated toload prior to the one or more second content items based on the at leastone of the first content items being included in a head section of thepage; and

the at least one of the second content items are initially designated toload following the one or more first content items, based on the atleast one of the second content items being included in one or moresections of the page that are subsequent to the head section.

Clause 37: The one or more computer-readable media of any one of clauses33-36, the actions further comprising:

detecting an event generated by at least one process that dynamicallygenerates the one or more first content items, the event indicating thatthe first content items are available; and based at least partly on thedetecting of the event, writing the one or more first content items tothe first stream, such that the one or more first content items arecommunicated to the user device following the delay.

Clause 38: The one or more computer-readable media of any one of clauses33-37, the actions further comprising:

detecting a state transition of at least one process that dynamicallygenerates the one or more first content items, the state transitionindicating that the one or more first content items are available; and

based at least partly on the detecting of the state transition, writingthe one or more first content items to the first stream, such that theone or more first content items are communicated to the user devicefollowing the delay.

Clause 39: The one or more computer-readable media of any one of clauses33-38, wherein the determining of the at least one of the second contentitems to be promoted is further based at least partly on one or moreother pages previously navigated to within the user interface.

Clause 40: The one or more computer-readable media of any one of clauses33-39, wherein the at least one of the second content items to bepromoted includes content designated to be loaded in an absence of inputevents subsequent to an initial request for the page.

Clause 41: A computer-implemented method, comprising:

receiving from a user device a request for a web page, the web pageincluding one or more first content items and one or more second contentitems, the one or more first content items being initially designated toload prior to the one or more second content items during a presentationof the web page, the one or more first content items being designated tobe sent to the user device in one or more first packets, the one or moresecond content items being designated to be sent to the user device inone or more second packets that are initially designated to be sentafter the sending of the one or more first packets, and the one or morefirst content items including content previously identified ascontributing to a completion of at least one transaction through the webpage;

based at least partly on data describing at least one previouspresentation of the web page, determining a delay in presenting at leastone of the one or more first content items;

determining at least one of the one or more second content items basedat least partly on a time for presenting the at least one of the secondcontent items being not greater than the delay;

sending, to the user device, at least one of the one or more secondpackets including the at least one of the second content items, prior tosending at least one of the one or more first packets that includes theat least one of the one or more first content items; and

sending, to the user device, the at least one of the one or more firstpackets including the at least one of the one or more first contentitems.

Clause 42: The method of clause 41, wherein the delay in presenting theat least one of the first content items is at least partly associatedwith one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 43: The method of any one of clauses 41 and 42, wherein the webpage is described at least partly using one or more of: Hypertext MarkupLanguage (HTML); JavaScript; Cascading Style Sheets (CSS); ScalableVector Graphics (SVG); or Virtual Reality Modeling Language (VRML).

Clause 44: The method of any one of clauses 41-43, wherein the one ormore first packets and the one or more second packets include transportlayer packets.

Clause 45: A system, comprising:

at least one computing device configured to implement one or moreservices, wherein the one or more services are configured to:

determine a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems, the one or more first content items being designated to be sentto the user device in one or more first packets, and the one or moresecond content items being designated to be sent to the user device inone or more second packets that are initially designated to be sentafter the sending of the one or more first packets;

determine a delay in presenting at least one of the one or more firstcontent items;

determine at least one of the one or more second content items based atleast partly on a time for presenting the at least one of the secondcontent items being not greater than the delay;

send, to the user device, at least one of the one or more second packetsincluding the at least one of the second content items, prior to sendingat least one of the one or more first packets that includes the at leastone of the one or more first content items; and

send, to the user device, the at least one of the one or more firstpackets including the at least one of the one or more first contentitems.

Clause 46: The system of clause 45, wherein the one or more firstcontent items include content previously identified as contributing to acompletion of at least one transaction through the page.

Clause 47: The system of any one of clauses 45 and 46, wherein thedetermining of the delay is based at least partly on data describing atleast one previous presentation of the page.

Clause 48: The system of any one of clauses 45-47, wherein:

the one or more first packets and the one or more second packets includefirst layer packets at a first layer of a multi-layer communicationsmodel; and

the sending of the at least one of the one or more second packetsfurther comprises incorporating the at least one of the one or moresecond packets into one or more second layer packets that are sent priorto the sending of the at least one of the one or more first packets, theone or more second layer packets being at a lower layer of themulti-layer communications model than the first layer packets.

Clause 49: The system of any one of clauses 45-48, wherein the firstlayer packets include transport layer packets; and the one or moresecond layer packets include network layer packets.

Clause 50: The system of any one of clauses 45-49, wherein:

the first layer packets include one or more of Transmission ControlProtocol (TCP) packets or Stream Control Transmission Protocol (SCTP)packets; and

the one or more second layer packets include Internet Protocol (IP)packets.

Clause 51: The system of any one of clauses 45-50, wherein the delay inpresenting the at least one of the first content items is at leastpartly associated with one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 52: The system of any one of clauses 45-51, wherein the delay isdetermined based at least in part on determining that the user device isa mobile device.

Clause 53: One or more computer-readable media storing instructionswhich, when executed by at least one processor, instruct the at leastone processor to perform actions comprising:

determining a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems, the one or more first content items being designated to be sentto the user device in one or more first packets in a packet stream, andthe one or more second content items being designated to be sent to theuser device in one or more second packets that are initially designatedto be sent after the sending of the one or more first packets in thepacket stream;

determining a delay in presenting at least one of the one or more firstcontent items;

determining at least one of the one or more second content items to bepromoted based at least partly on a time for presenting the at least oneof the second content items being not greater than the delay; and

promoting the at least one of the one or more second content items,including sending, in the packet stream to the user device, at least oneof the one or more second packets prior to sending at least one of theone or more first packets that includes the at least one of the one ormore first content items.

Clause 54: The one or more computer-readable media of clause 53, theactions further comprising:

allocating a portion of the packet stream to carry the at least one ofthe first packets after the at least one of the one or more secondpackets; and

sending, in the allocated portion of the packet stream, the at least oneof the one or more first packets including the at least one of the oneor more first content items.

Clause 55: The one or more computer-readable media of any one of clauses53 and 54, wherein the at least one of the one or more first contentitems is generated based at least partly on a size of the allocatedportion of the packet stream.

Clause 56: The one or more computer-readable media of any one of clauses53-55, wherein:

the one or more first packets and the one or more second packets includefirst layer packets at a first layer of a multi-layer communicationsmodel; and

the sending of the at least one of the one or more second packetsfurther comprises incorporating the at least one of the one or moresecond packets into one or more second layer packets that are sent priorto the sending of the at least one of the one or more first packets, theone or more second layer packets being at a lower layer of themulti-layer communications model than the first layer packets.

Clause 57: The one or more computer-readable media of any one of clauses53-56, wherein the first layer packets include transport layer packets;and the one or more second layer packets include network layer packets.

Clause 58: The one or more computer-readable media of any one of clauses53-57, wherein:

the first layer packets include one or more of Transmission ControlProtocol (TCP) packets or Stream Control Transmission Protocol (SCTP)packets; and

the one or more second layer packets include Internet Protocol (IP)packets.

Clause 59: The one or more computer-readable media of any one of clauses53-58, the actions further comprising determining a congestion windowsuch that the at least one of the one or more second packets arebuffered on the user device prior to receipt of the at least one of theone or more first packets.

Clause 60: The one or more computer-readable media of any one of clauses53-59, wherein the at least one of the second content items to bepromoted includes content designated to be loaded in an absence of inputevents subsequent to an initial request for the page.

Clause 61: A computer-implemented method, comprising:

receiving from a user device a request for a web page, the web pageincluding one or more first content items and one or more second contentitems, the one or more first content items being initially designated toload prior to the one or more second content items during a presentationof the web page, the one or more first content items being designated tobe sent to the user device in one or more first frames, the one or moresecond content items being designated to be sent to the user device inone or more second frames that are initially designated to be sent afterthe sending of the one or more first frames, and the one or more firstcontent items including content previously identified as contributing toa completion of at least one transaction through the web page;

based at least partly on data describing at least one previouspresentation of the web page, determining a delay in presenting at leastone of the one or more first content items;

determining at least one of the one or more second content items basedat least partly on a time for presenting the at least one of the secondcontent items being not greater than the delay;

sending, to the user device, at least one of the one or more secondframes including the at least one of the second content items, prior tosending at least one of the one or more first frames that includes theat least one of the one or more first content items; and

sending, to the user device, the at least one of the one or more firstframes including the at least one of the one or more first contentitems.

Clause 62: The method of clause 61, wherein the delay in presenting theat least one of the first content items is at least partly associatedwith one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 63: The method of any one of clauses 61 and 62, wherein the webpage is described at least partly using one or more of: Hypertext MarkupLanguage (HTML); JavaScript; Cascading Style Sheets (CSS); ScalableVector Graphics (SVG); or Virtual Reality Modeling Language (VRML).

Clause 64: The method of any one of clauses 61-63, wherein the one ormore first frames and the one or more second frames include applicationlayer frames.

Clause 65: A system, comprising:

at least one computing device configured to implement one or moreservices, wherein the one or more services are configured to:

determine a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems, the one or more first content items being designated to be sentto the user device in one or more first frames, and the one or moresecond content items being designated to be sent to the user device inone or more second frames that are initially designated to be sent afterthe sending of the one or more first frames;

determine a delay in presenting at least one of the one or more firstcontent items;

determine at least one of the one or more second content items based atleast partly on a time for presenting the at least one of the secondcontent items being not greater than the delay;

send, to the user device, at least one of the one or more second framesincluding the at least one of the second content items, prior to sendingat least one of the one or more first frames that includes the at leastone of the one or more first content items; and

send, to the user device, the at least one of the one or more firstframes including the at least one of the one or more first contentitems.

Clause 66: The system of clause 65, wherein the one or more firstcontent items include content previously identified as contributing to acompletion of at least one transaction through the page.

Clause 67: The system of any one of clauses 65 and 66, wherein thedetermining of the delay is based at least partly on data describing atleast one previous presentation of the page.

Clause 68: The system of any one of clauses 65-67, wherein the one ormore first frames and the one or more second frames include frames at alayer of a multi-layer communications model, the layer being higher thana transport layer of the multi-layer communications model.

Clause 69: The system of any one of clauses 65-68, wherein the one ormore first frames and the one or more second frames include applicationlayer frames.

Clause 70: The system of any one of clauses 65-69, wherein theapplication layer frames include data describing at least one HypertextTransport Protocol (HTTP) communication.

Clause 71: The system of any one of clauses 65-70, wherein the delay inpresenting the at least one of the first content items is at leastpartly associated with one or more of:

a generation time to dynamically generate, at least in part, the atleast one of the first content items;

a retrieval time to retrieve the at least one of the first content itemsfrom storage;

a transmission time to transmit the at least one of the first contentitems to the user device; or

a load time to load the at least one of the first content items forpresentation on the user device.

Clause 72: The system of any one of clauses 65-71, wherein the delay isdetermined based at least in part on determining that the user device isa mobile device.

Clause 73: One or more computer-readable media storing instructionswhich, when executed by at least one processor, instruct the at leastone processor to perform actions comprising:

determining a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems, the one or more first content items being designated to be sentto the user device in one or more first frames in a frame sequence, andthe one or more second content items being designated to be sent to theuser device in one or more second frames that are initially designatedto be sent after the sending of the one or more first frames in theframe sequence;

determining a delay in presenting at least one of the one or more firstcontent items;

determining at least one of the one or more second content items to bepromoted based at least partly on a time for presenting the at least oneof the second content items being not greater than the delay; and

promoting the at least one of the one or more second content items,including sending, in the frame sequence to the user device, at leastone of the one or more second frames prior to sending at least one ofthe one or more first frames that includes the at least one of the oneor more first content items.

Clause 74: The one or more computer-readable media of clause 73, whereinthe one or more first content items include content previouslyidentified as contributing to a completion of at least one transactionthrough the page.

Clause 75: The one or more computer-readable media of any one of clauses73 and 74, wherein the first content items include one or more of: animage of a product available for purchase through the page; adescription of the product; a price of the product; or a review of theproduct.

Clause 76: The one or more computer-readable media of any one of clauses73-75, wherein the one or more first frames and the one or more secondframes include frames at a layer of a multi-layer communications model,the layer being higher than a transport layer of the multi-layercommunications model.

Clause 77: The one or more computer-readable media of any one of clauses73-76, wherein the one or more first frames and the one or more secondframes include application layer frames.

Clause 78: The one or more computer-readable media of any one of clauses73-77, the actions further comprising:

allocating a portion of the frame sequence to carry the at least one ofthe first frames after the at least one of the one or more secondframes; and

sending, in the allocated portion of the frame sequence, the at leastone of the one or more first frames including the at least one of theone or more first content items.

Clause 79: The one or more computer-readable media of any one of clauses73-78, wherein a compression of the at least one of the one or morefirst content items is altered based at least partly on a size of theallocated portion of the frame sequence.

Clause 80: The one or more computer-readable media of any one of clauses73-79, wherein the at least one of the second content items to bepromoted includes content designated to be loaded in an absence of inputevents subsequent to an initial request for the page.

Clause 81: A computer-implemented method, comprising:

receiving from a user device a request for a web page, the web pageincluding metadata tags that reference content items to be requested forpresentation of the web page;

determining a suggested order for requesting the content items duringthe presentation of the web page, the suggested order being differentthan a listed order of the metadata tags in the web page;

incorporating, into the web page, priority indicators indicating thesuggested order for requesting the content items, the priorityindicators including one or more metadata attributes that are includedin the metadata tags that reference the content items; and

sending, to the user device, the web page including the priorityindicators.

Clause 82: The method of clause 81, wherein the determining of thesuggested order for requesting the content items further comprises:

determining a delay in presenting at least one first content item of thecontent items;

determining at least one second content item of the content items basedat least partly on a time for presenting the at least one second contentitem being not greater than the delay; and

determining the suggested order such that the at least one secondcontent item is requested prior to the at least one first content item.

Clause 83: The method of any one of clauses 81 and 82, wherein the delayin presenting the at least one first content item is at least partlyassociated with one or more of:

a generation time to dynamically generate, at least in part, the atleast one first content item;

a retrieval time to retrieve the at least one first content item fromstorage;

a transmission time to transmit the at least one first content item tothe user device; or

a load time to load the at least one first content item for presentationon the user device.

Clause 84: The method of any one of clauses 81-83, wherein the web pageis described at least partly using one or more of: Hypertext MarkupLanguage (HTML); JavaScript; Cascading Style Sheets (CSS); ScalableVector Graphics (SVG); or Virtual Reality Modeling Language (VRML).

Clause 85: A system, comprising:

at least one computing device configured to implement one or moreservices, wherein the one or more services are configured to:

determine a page of content to be presented on a user device, the pageincluding references to content items to be requested for presentationof the page;

determine a suggested order for requesting the content items during thepresentation of the page, the suggested order being different than alisted order of the references to the content items in the page;

incorporate, into the page, priority indicators indicating the suggestedorder for requesting the content items; and

send, to the user device, the page including the priority indicators.

Clause 86: The system of clause 85, wherein:

the references to the content items in the page include metadata tagsthat reference the content items; and

the priority indicators include one or more metadata attributes that areincluded in the metadata tags.

Clause 87: The system of any one of clauses 85 and 86, wherein themetadata tags include Hypertext Markup Language (HTML) tags.

Clause 88: The system of any one of clauses 85-87, wherein thedetermining of the suggested order for requesting the content itemsfurther comprises:

determining a delay in presenting at least one first content item of thecontent items;

determining at least one second content item of the content items basedat least partly on a time for presenting the at least one second contentitem being not greater than the delay; and

determining the suggested order such that the at least one secondcontent item is requested prior to the at least one first content item.

Clause 89: The system of any one of clauses 85-88, wherein thedetermining of the at least one second content item is further based atleast partly on a determination that loading one or more other contentitems of the page depends on prior loading of the at least one secondcontent item.

Clause 90: The system of any one of clauses 85-89, wherein thedetermining of the at least one second content item is based at leastpartly on a determination that the at least one second content itemincludes content previously identified as contributing to a completionof at least one transaction through the page.

Clause 91: The system of any one of clauses 85-90, wherein thedetermining of the delay is based at least partly on data describing atleast one previous presentation of the page.

Clause 92: The system of any one of clauses 85-91, wherein the delay isdetermined based at least in part on determining that the user device isa mobile device.

Clause 93: The system of any one of clauses 85-92, wherein the delay inpresenting the at least one first content item is at least partlyassociated with one or more of:

a generation time to dynamically generate, at least in part, the atleast one first content item;

a retrieval time to retrieve the at least one first content item fromstorage;

a transmission time to transmit the at least one first content item tothe user device; or

a load time to load the at least one first content item for presentationon the user device.

Clause 94: One or more computer-readable media storing instructionswhich, when executed by at least one processor, instruct the at leastone processor to perform actions comprising:

receiving a page of content to be presented on a user device, the pageincluding references to content items to be requested for presentationof the page, the references to the content items including at least onepriority indicator indicating a suggested order for requesting thecontent items that is different than a listed order of the references inthe page;

determining an order in which to request the content items, based atleast partly on the suggested order indicated by the at least onepriority indicator; and

requesting the content items in the determined order.

Clause 95: The one or more computer-readable media of clause 94,wherein:

the references to the content items including at least one metadata tagassociated with at least one of the content items; and

the at least one priority indicator including at least one metadataattribute included in the at least one metadata tag.

Clause 96: The one or more computer-readable media of any one of clauses94 and 95, wherein the at least one metadata tag includes at least oneHypertext Markup Language (HTML) tag.

Clause 97: The one or more computer-readable media of any one of clauses94-96, wherein the determining of the order in which to request thecontent items is further based at least partly on determining that oneor more of the content items are cached in memory on the user device.

Clause 98: The one or more computer-readable media of any one of clauses94-97, wherein the determining of the order in which to request thecontent items is further based at least partly on current networkconditions of one or more networks that enable communication between theuser device and one or more other devices.

Clause 99: The one or more computer-readable media of any one of clauses94-98, wherein:

the at least one priority indicator indicates at least one prioritylevel within a priority hierarchy that includes multiple prioritylevels; and

the determining of the order in which to request the content items isfurther based at least partly on the at least one priority levelindicated by the at least one priority indicator.

Clause 100: The one or more computer-readable media of any one ofclauses 94-99, wherein the multiple priority levels include prioritylevels corresponding to one or more of: a user experience characteristicof the content items; a page layout characteristic of the content items;or a code dependency characteristic of the content items.

Although the present disclosure is written with respect to specificembodiments and implementations, various changes and modifications maybe suggested to one skilled in the art and it is intended that thepresent disclosure encompass such changes and modifications that fallwithin the scope of the appended claims.

What is claimed is:
 1. A computer-implemented method, comprising:receiving from a user device a request for loading a web page forpresentation on the user device, the web page including one or morefirst content items and one or more second content items, the one ormore first content items being initially designated to load prior to theone or more second content items during a presentation of the web pageon the user device, the one or more first content items includingcontent previously identified as contributing to a completion of atleast one transaction through the web page; based at least partly ondata describing at least one previous presentation of the web page,determining a delay in presenting at least one of the one or more firstcontent items; determining whether to promote any of the one or moresecond content items to be loaded during the delay in presenting the atleast one of the one or more first content items, wherein thedetermination of whether to promote any of the one or more secondcontent items is based at least partly on a previous presentation of theweb page and on a time for presenting promoted second content itemsbeing less than or equal to the delay; in response to determining topromote any of the one or more second content items, sending, to theuser device during the delay, the promoted second content items havingthe time for presenting on the user device less than or equal to thedelay; and sending, to the user device after the sending the promotedsecond content items during the delay, the one or more first contentitems to be loaded for presentation on the user device following thedelay.
 2. The method of claim 1, wherein the delay in presenting the atleast one of the one or more first content items is at least partlyassociated with one or more of: a generation time to dynamicallygenerate, at least in part, the at least one of the one or more firstcontent items; a retrieval time to retrieve the at least one of the oneor more first content items from storage; a transmission time totransmit the at least one of the one or more first content items to theuser device; or a load time to load the at least one of the one or morefirst content items for presentation on the user device.
 3. The methodof claim 1, wherein the web page is described at least partly using oneor more of: Hypertext Markup Language (HTML); JavaScript; CascadingStyle Sheets (CSS); Scalable Vector Graphics (SVG); or Virtual RealityModeling Language (VRML).
 4. The method of claim 1, wherein the one ormore first content items describe one or more of a product or a servicethat is available for purchase through the web page.
 5. A system,comprising: at least one computing device configured to implement one ormore services, wherein the one or more services are configured to:determine a page of content to be presented on a user device, the pageincluding one or more first content items and one or more second contentitems, the one or more first content items being initially designated toload prior to the one or more second content items during a presentationof the page; determine a delay in presenting at least one of the one ormore first content items based on data describing at least one previouspresentation of the page; determine whether a time for presenting atleast one of the one or more second content items is less than or equalto the delay; and in response to determining that the time forpresenting the at least one of the one or more second content items isless than or equal to the delay, provide the at least one of the one ormore second content items for presentation on the user device during thedelay and provide, after providing the at least one of the one or moresecond content items during the delay, the one or more first contentitems to be loaded for presentation on the user device following thedelay.
 6. The system of claim 5, wherein the one or more first contentitems include content previously identified as contributing to acompletion of at least one transaction through the page.
 7. The systemof claim 5, wherein the determining of the delay is based at leastpartly on historical data describing at least one previous presentationof the page.
 8. The system of claim 5, wherein: the at least one of theone or more first content items are initially designated to load priorto the one or more second content items based on the at least one of theone or more first content items being included in a head section of thepage; and the at least one of the one or more second content items areinitially designated to load following the at least one of the one ormore first content items, based on the at least one of the one or moresecond content items being included in one or more sections of the pagethat are subsequent to the head section.
 9. The system of claim 8,wherein the providing of the at least one of the one or more secondcontent items to be loaded for presentation on the user device duringthe delay further comprises promoting the at least one of the seconditems to the head section of the page.
 10. The system of claim 8,wherein the at least one of the one or more second content items areinitially designated to load in response to an onload event.
 11. Thesystem of claim 5, wherein the delay in presenting the at least one ofthe one or more first content items is at least partly associated withone or more of: a generation time to dynamically generate, at least inpart, the at least one of the one or more first content items; aretrieval time to retrieve the at least one of the one or more firstcontent items from storage; a transmission time to transmit the at leastone of the one or more first content items to the user device; or a loadtime to load the at least one of the one or more first content items forpresentation on the user device.
 12. The system of claim 5, wherein thedelay is determined based at least in part on determining that the userdevice is a mobile device.
 13. One or more non-transitorycomputer-readable media storing instructions which, when executed by atleast one processor, instruct the at least one processor to performactions comprising: in response to receiving a request for a page ofcontent, determining the page of content to be presented in a userinterface, the page including a set of first content items and a set ofsecond content items, the set of first content items being initiallydesignated to load in the user interface prior to loading the set ofsecond content items during a presentation of the page; determining adelay in presenting at least one of the set of first content items, thedelay based at least in part on a latency in receiving the at least oneof the set of first content items from a remote server; determiningwhether to promote at least one of the set of second content itemsduring the delay in presenting at least one of the set of first contentitems based at least partly on a time for presenting a promoted set ofsecond content items being less than or equal to the delay; and inresponse to determining to promote the at least one of the set of secondcontent items, sending the promoted set of second content items, suchthat the promoted set of second content items is loaded in the userinterface during the delay.
 14. The one or more non-transitorycomputer-readable media of claim 13, wherein the set of first contentitems include content previously identified as contributing to acompletion of at least one transaction through the page.
 15. The one ormore non-transitory computer-readable media of claim 13, wherein the setof first content items include one or more of: an image of a productavailable for purchase through the page; a description of the product; aprice of the product; or a review of the product.
 16. The one or morenon-transitory computer-readable media of claim 13, wherein: the atleast one of the set of first content items are initially designated toload prior to the at least one of the set of second content items basedon the at least one of the set of first content items being included ina head section of the page; and the at least one of the set of secondcontent items are initially designated to load following the at leastone of the set of first content items, based on the at least one of theset of second content items being included in one or more sections ofthe page that are subsequent to the head section.
 17. The one or morenon-transitory computer-readable media of claim 16, wherein the promotedset of second content items includes the promoted set of second contentitems being loaded in the head section of the page.
 18. The one or morenon-transitory computer-readable media of claim 16, wherein the promotedset of second content items are designated to load in response to anonload event.
 19. The one or more non-transitory computer-readable mediaof claim 13, wherein the determining whether to promote the at least oneof the set of second content items during the delay in presenting atleast one of the set of first content items is further based at leastpartly on one or more other pages previously navigated to within theuser interface.
 20. The one or more non-transitory computer-readablemedia of claim 13, wherein the promoted set of second content itemsincludes content designated to be loaded in an absence of input eventssubsequent to an initial request for the page.